Baskin-Robbins and Pepsi have announced a new partnership in celebration of the 150th anniversary of the iconic ice cream float to provide consumers with the chance to win a very appropriately themed promotion.
The promotion will see one lucky winner receiving a free ice cream float each week for a year that they can redeem from Baskin-Robbins locations. The promotion is being run alongside the announcement of the new Chief Floats Officer (CFO), professional dancer Alan Bersten, as a way to further celebrate the signature ice cream and soda-based dessert's anniversary.
Senior Director of Marketing at PepsiCo Away From Home Justin Schwarz spoke on the Baskin-Robbins and Pepsi partnership saying, "We are thrilled to celebrate this historic ice cream float anniversary by bringing together Pepsi and Baskin-Robbins to honor the timeless treat, an IRL moment of unapologetic enjoyment. We’re excited to invite fans of the ice cream float to join us in this celebration with some fun giveaways and prizes."
Collaboration Soda Dessert Promotions
Baskin-Robbins and Pepsi are Offering Free Floats for a Year
Trend Themes
1. Collaborative Promotions - Baskin-Robbins and Pepsi's partnership exemplifies how brands are combining forces to create unique, synergistic marketing opportunities.
2. Experiential Marketing - By appointing a Chief Floats Officer and offering a year-long giveaway, the campaign focuses on providing immersive experiences that enhance brand engagement.
3. Anniversary Celebrations - Celebrating the 150th anniversary of the iconic ice cream float introduces limited-time promotions that attract nostalgic consumers and new fans alike.
Industry Implications
1. Food and Beverage - Collaborations between established brands like Baskin-Robbins and Pepsi highlight innovative marketing strategies within the competitive landscape of the food and beverage industry.
2. Marketing and Promotions - The use of special roles like Chief Floats Officer in marketing campaigns showcases creative new ways to captivate and engage an audience.
3. Consumer Packaged Goods - Brands leveraging significant anniversaries to launch promotional campaigns demonstrate innovative approaches to consumer engagement in the packaged goods sector.