“At Cinnabon, we believe that Life Needs Frosting,” says Geoff Hill, Cinnabon president. “Everyone deserves to splurge and treat themselves every once in awhile, so we’d love to be the frosting on our guests’ day, particularly on days as painful as Tax Day.”
As part of the Tax Day Bites! promotion, guests can enter the brand’s online essay contest now through April 15 for the chance to win a $100 gift card. In 500 words or less, participants should explain how Cinnabon came to their rescue and put some frosting on a frenzied, frustrating or just plain bad day. Visit www.cinnabon.com  for official rules and to enter the contest.
And for guests who need frosting on-the-go, Cinnabon has created the new Stix Packs, featuring five Cinnabon Stix and the brand’s signature frosting, all in one portable package. All of these efforts revolve around the brand’s new Life Needs Frosting positioning, which encompasses everything from redesigning bakeries to developing more new products and showcasing the brand’s specialty beverages, among other initiatives.
“Very simply put, the Cinnabon brand and our products are the frosting on your day. We provide the balance people need in life,” Hill says. “Not only does Life Needs Frosting pay homage to our signature product, but it also emphasizes our brand’s very reason to be.”