Industry News | July 19, 2005

Haagen-Dazs Partners Up With SHOWTIME

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Haagen-Dazs is teaming up with SHOWTIME to bring new network subscribers a limited time-only treat. The two companies are teaming up to bring viewers the perfect evening at home, combining the best in premium television with the best premium ice cream.

Beginning in October, when new subscribers sign up for SHOWTIME and submit three monthly cable or satellite bills, they'll receive a book of coupons good for 12 pints of Haagen-Dazs ice cream - a pint a month for a year.

"These two brands represent quality, indulgence and escape," says Rick King, Showtime vice president of promotions and partnership marketing.

Ice cream is not only ranked among the top foods that people enjoy eating while watching television, its wide appeal crosses all demographics including age and gender.

The timing was also right. Because the brand is viewed as a holiday treat, Haagen-Dazs sales spike in November and December, during the height of the SHOWTIME fourth quarter acquisition campaign.

Showtime Networks will support the acquisition campaign through cross-channel acquisition spots to run on cable and satellite systems. The campaign will also be supported through customizable direct mail and electronically with banners and customizable HTML emails.