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Auntie Anne's debuts Lemonade Mixers
May 19, 2009
LANCASTER, Pa. — Auntie Anne's Old Fashioned Lemonade has been a menu staple for the pretzel franchise since the company's inception in 1988. Starting June 1, Auntie Anne's 990-plus locations will offer the next generation of the famous lemonade with the introduction of Lemonade Mixers. The new product lineup consists of five fruity flavors including:
- Ballistic Blue Raspberry
- Cherr-agious Cherry
- Wacked Out Watermelon
- Stupendous Strawberry
- Ku-ra-zy Kiwi Banana
To help launch the lemonade flavor combinations, stores will feature vibrant campaign elements with a circus theme. Messaging such as "The most outrageous lemonades on the face of the globe," "Big fruit flavor shot out of a cannon," and "Drink blue lemonade without a net" appear on store signage, packaging, and specially designed crew T-shirts.
Auntie Anne's also will promote the new product with an online personality quiz that invites consumers to answer questions and use a scoring system to determine the Lemonade Mixer flavor that best matches core personality traits. The quiz will be available onAuntie Anne's Web siteand promoted through social media networks, includingFacebookandTwitter.
During a test period conducted with stores throughout the country, Lemonade Mixers assisted in increasing lemonade sales by an average of 15 percent. Each Lemonade Mixer is sold in a 20-ounce clear cup with an average retail price of $2.36, though price varies at each location. Customers who are signed up forAuntie Anne's Twisted Newsmonthly e-mail program will receive special coupons for Lemonade Mixers and other Auntie Anne's products each month.
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