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Cinnabon debuts new brand messaging, offers Tax Day giveaway
March 31, 2009
ATLANTA — Cinnabon is kicking off its new brand positioning "Life Needs Frosting" with a free Classic Bites offering on Tax Day, an online essay contest and a new portable product offering.
Cinnabon will try to take the stress out of Tax Day with its Tax Day Bites! offering of free Classic Bites on April 15 from 5 p.m. to 8 p.m. The offer is available at participating U.S. mall-based Cinnabon bakeries while supplies last. Limit one offer per guest during the day of the promotion.
As part of the Tax Day Bites! promotion, guests can enter the brand's online essay contest now through April 15 for the chance to win a $100 gift card. In 500 words or less, participants should explain how Cinnabon came to their rescue and put some frosting on a frenzied, frustrating or just plain bad day. Official rules and entry information is available at www.cinnabon.com.
And for guests who need frosting on-the-go, Cinnabon has created the new Stix Packs, featuring five Cinnabon Stix and the brand's signature frosting in a portable package.
All of these efforts revolve around the brand's new Life Needs Frosting positioning, which encompasses everything from redesigning bakeries to developing more new products and showcasing the brand's specialty beverages, among other initiatives.
"Not only does Life Needs Frosting pay homage to our signature product, but it also emphasizes our brand's very reason to be," said Geoff Hill, Cinnabon president. "In a literal sense, frosting is a proprietary ingredient to our brand's existence, so it makes the statement very specific to the Cinnabon brand. On a deeper level, frosting can apply to more than just our rolls — it becomes our role as brand stewards to ensure each and every guest experience at Cinnabon is a ‘WOW' experience."
Read also, QSRS fight for shoppers' dollars.
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