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Dunkin’ Brands joins Marvel in ‘Captain America’ promo

Taking a popular page from the playbook of quick-service sandwich chains, Dunkin’ Brands is teaming up with Marvel Studios to promote “Captain America: The First Avenger.”

The tie in — which marks the first time the parent of Dunkin’ Donuts and Baskin-Robins has partnered with a motion picture studio — includes themed menu items, a website where participants can win prizes, and a Facebook promotion.

Leading up to the film’s July 22 release, Dunkin’ Donuts will introduce a new flavor to its slush beverage line. The cherry-flavored Captain America Coolatta, which beginning June 27 will be available in a limited addition First Avenger Tri-Cup, has three 8-ounce chambers so guests can try three different Coolatta flavors.

Watch a commercial for the cherry Coolatta

Dunkin’ Donuts also is feature a star-shaped Captain America Donut filled with jelly and topped with vanilla icing and red, white and blue sprinkles; and a Stars & Stripes Donut with red icing and red, white and blue sprinkles.

Limited-edition Captain America-themed Dunkin’ Donuts Cards also will be for sale.

The items will be available beginning June 27 in participating locations in the United States, Chile, Colombia, Germany, Honduras, Malaysia, New Zealand, Singapore, Spain, Taiwan and Thailand.

As part of the promotion, visitors to also can play the “Unlock the Lab” game, allowing customers to explore the lab where Captain America got his super powers and win prizes, including a grand-prize trip to a Marvel movie premiere in 2012. A daily instant-win prize package includes a signed Captain America movie poster, an action figure, an “Iron Man 2” DVD and soundtrack, and a Sega “Captain America: Super-Soldier” video game.

Sister concept Baskin-Robbins is featuring Super-Soldier Swirl — vanilla ice cream with blue chocolate chips and a cherry flavored ribbon — as its flavor of the month for July. That flavor also is being used for the Super-Soldier Sundae, which has white cake, strawberry topping, whipped cream, a cherry and red, white and blue sprinkles.

The 6,400-plus ice cream chain also is offering a Hydra Force Sundae, made with Chocolate Mousse Royale ice cream, brownies, hot fudge and whipped cream topped with chocolate sprinkles and a cherry. In addition, Baskin-Robbins is offering a Captain America Ice Cream Cake, which is a classic sheet cake with any ice cream and cake flavors topped with a “Captain America Cake Topper” inspired by the super hero’s shield.

The Baskin-Robbins items will be available starting June 27 in North America, Australia, Colombia, the Dominican Republic, Ecuador, Honduras, Malaysia, St. Maarten and the United Kingdom.

While this marks the Canton, Mass.-based company’s foray into movie tie-ins, it follows a long-standing tradition among quick-service burger chains, such as Carl’s Jr., which recently featured promotional tie-ins with “The Green Hornet.”

Subway, too, is currently promoting “The Green Lantern” along with its new avocado topping, a promotional cup, and a “Grab the Green” sweepstakes game on its website.

Burger King had cross-promotional ties with “Thor” earlier this year and half a dozen other movies in recent years.

McDonald’s also periodically partners for movie promotions, such as it did with “Shrek Forever After,” which was released last year.

Dunkin’s patriotic movie promotion comes just days after the coffee-and-donut chain announced its first-ever partnership with a musician, country music star Joe Nichols. Dunkin’ is sponsoring Nichols’ summer concert tour to help promote its iced coffee.

Dunkin’ first collaborated with Nichols at a United Service Organization, or USO, event in Boston in November 2010.

Contact Bret Thorn: [email protected].
Follow him on twitter: @foodwriterdiary

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