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SBD/18/Sponsorships Advertising Marketing
YOUR FAVORITE NFL ICE CREAM? TRY PATRIOTS PRALINE
Published September 18, 1997
In a strategy "aimed at forging brand loyalty by tapping regional preferences," CA-based Dreyer's Grand Ice Cream Inc. is teaming with the NFL to produce a series of "football flavors" featuring team colors and logos, according to Douglas Robson of the S.F. BUSINESS TIMES. Bolstered by its "successful launch" of Pittsburgh Crunch last season, Dreyer's will "unveil" a total of five NFL flavors in '97, including Buffalo Blitz, Carolina Panthers Chip and Frozen Tundra Chip for the Packers. Dreyer's uses the Edy's brand name in markets east of the Mississippi River. Robson writes that while Dreyer's "gains positive exposure with football enthusiasts ... the NFL becomes associated with a product predominantly purchased by women and enjoyed by all ages." Robson adds that the alliance could account for "up to" 10% of Dreyer's sales in a given market (S.F. BUSINESS TIMES, 9/15 issue).