The return of NBC’s “The Voice” and Fox’s “X Factor” to fall programming has restored an old, late-1990s rivalry: Britney Spears versus Christina Aguilera.

Marble Slab Creamery is asking customers to voice their opinions on the rivalry by picking between two new limited-edition ice cream flavors: Britney’s Bubble Gum Remix or Christina’s Black Cherry Flirt.

“With all of the hype around the start of the fall competition shows, we wanted a fun way to engage our customers in a way that is relevant with what’s going on in pop culture,” a spokesperson for Marble Slab Creamery told QSR in an e-mail. “We are embracing the media hype, just like the ‘Twilight’ phenomenon had Team Edward and Team Jacob.”

The new flavor Christina’s Black Cherry Flirt contains black cherry ice cream, brownies, and a fudge topping. Meanwhile, Britney’s Bubble Gum Remix includes pink bubble gum ice cream, marshmallow topping, rainbow sprinkles, and, for the first time ever at Marble Slab, potato chips.

“We wanted to tap into the salty with sweet food trend,” the spokesperson says of the new topping.

Marble Slab Creamery’s Team Britney, Team Christina promotion will be held only in the U.S., and runs through September 30. The most popular flavor will be declared the winner at the end of the month.

Though Marble Slab Creamery has never held a promotion for “The Voice” or “X Factor” before, it has “featured favorite combinations inspired by recent movie releases,” the spokesperson says.

“We hope to engage the customer through social media and drive new traffic to our stores to try out our new favorite combinations which are inspired by pop culture.”

By Laurel Nakkas

Desserts, Marketing & Promotions, News, Marble Slab Creamery