Fast food icon The Krystal co. is rolling out a new line of slush beverages, called Krystal Freeze, today and is supporting the effort with an online and e-mail marketing campaign.
The fast food chain will start sending e-mails to its newsletter subscribers next week with tips on how to cope with “sphenopalatineganglioneuraliga,” the condition commonly referred to as brain freeze. Tips include drinking a glass of warm water at the first sign of brain freeze and pressing your tongue to the roof of your mouth to constrict blood vessels. Krystal will also post tips on the Brain Freeze Relief MySpace page at Myspace.com/BrainFreezeRelief.com.
“The tips are a great conversational item that are both useful and fun to pass on to your friends,” Brad Wahl, vice president of marketing, The Krystal Co. said.
The campaign also includes a user-generated content aspect. People can post videos to http://www.Krystal.com, http://www.TheBigRedCouch.com and http://www.YouTube.com to share their own brain freeze experiences and tricks for relief.
The Krystal Freeze line-up consist of seven flavors: Orange, Cherry, Green Apple, Grape, Pomegranate, Blueberry and the Coca Cola. Each is served in a 20 oz. cup at the for $1.79. The items are a permanent addition to the menu.
TV and radio spots, P-O-P, PR and online marketing support the campaign. Krystal’s in-house marketing department is handling the promotion. Varnson Group is in charge of TV and radio spots, Johnson Group handles P-O-P, Wicked PR oversees PR and online marketing) and The Super Group is responsible for web development and email marketing.
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