Red Mango has tapped into an Internet viral sensation, the feisty pseudo-documentary honey badger YouTube video, and turned it into its first, social-only flavor.
Red Mango is promoting the “Honey Badger” flavor through social media marketing only, using the platforms of Facebook, Twitter, Pinterest and Instagram. In-store merchandising is minimal, limited to the flavor label and a spin on the popular video’s narration: “Try it…or not. We don’t care.”
The snarky Honey Badger YouTube video has drawn nearly 46 million views since it was uploaded to the website in January 2011.
“We wanted to show the true power and influence of our social media audience by speaking directly to them with our brand new flavor, and letting them decide where to take the message,” Dan Kim, founder and chief concept officer of Dallas-based Red Mango Inc., said in a statement.
“The reaction has been huge and, once again, it shows the reach that consumers have to share the love,” Kim said.
Red Mango’s Honey Badger offering is made with nonfat frozen yogurt and pure honey.
In a press release, the company said, “Much like the iconic Honey Badger that stops at nothing in the wild, the frozen yogurt flavor is already showing its championship status on the store menu in the hearts, minds and online posts of fans of Red Mango.”
Red Mango has 170 units.