The mutants are back. Twentieth Century Fox’s X-Men 2 lands on screens May 2 and Baskin-Robbins is on board as a promotional partner.
The Glendale, CA-based ice cream chain introduces two sundaes and two flavors themed on the sequel to the 2000 movie. The promotion kicks off on April 21 at Baskin-Robbins’ 2,400 stores and runs through June 15.
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| Baskin-Robbins’ Wolverine Rampage Berry sundae |
The new sundaes are Chocolate Vortex (which comes in a "vertical" 12-ounce beverage cup packed with brownies pieces) and the Wolverine Rampage Berry sundae with strawberry topping, Wonka Nerds and a Sour Punch X straw. The Wolverine sundae is priced at $1.99. Oreo Xmint and Xtreme Berry Sherbert will be the flavors of the month for May and June.
X-Men 2 film partner Activision will carry buy-one-get-one-free sundae offers inside 1 million packages of its new game Wolverine’s Revenge for PlayStation, Xbox and Nintendo Game Cube.
"It will be a very hot property," said Joe Adney, senior director of marketing at Baskin-Robbins. "It has a really broad audience base from kids to adults and [Marvel Comics] fans who are really looking forward to it."
Cable TV spots, P-O-P displays and online activity support. Los Angeles-based Norm Marshall & Associates handles the effort with advertising creative from Vitro-Robertson in San Diego.
Baskin-Robbins will also host its fourth annual Free Scoop Night on April 30. For every free scoop served from 6 to 10 p.m., Baskin-Robbins will make a donation to First Book, a Washington, DC-based nonprofit that provides new books to children from low-income families. More than 3 million consumers are expected to visit locations for the event.
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| Tang Mutant Punch |
Elsewhere, other tie-in partners for Los Angeles-based 20th Century Fox include Kraft Foods and Wal-Mart. Northfield, IL-based Kraft currently has four different cartons of Tang Mutant Punch shaped in the likeness of X-Men 2 characters played by Halle Berry, James Marsden, Hugh Jackman and Anna Paquin. Back panels will carry collectible trading cards. Tang Mutant Punch foil pouches will feature all four characters.
In addition, Ritz Bits, Chocolate Creme Oreos, Chewy Chips Ahoy and Cheese Nips Four Cheese will come in 3-D packaging with film graphics and an SLO offer for a 3-D movie poster and glasses. On May 3, Wal-Mart will host a scavenger hunt in all of its stores where consumers don 3-D glasses to locate brand logos. The event will be touted via Wal-Mart TV and at wal-mart.com.
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