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Dreyer's joins Dairy Queen as Scooby-Doo partner.

Scooby-Doc, one of the hot new movies of the summer, has made major promotional tie-ins with both the retail and foodservice sides of the ice cream aisle through agreements with Dreyer's Grand Ice Cream and Dairy Queen. As was reported in the April Ice Cream Reporter, Dairy Queen is offering custom Scooby-Doo toys, Scooby-designed frozen cakes, and a limited-time Scooby-Doo Mystery Crunch Blizzard Flavor Treat, geared to kids and served in a special 12-ounce Scooby cup through June. The promotion was the second time around for Dairy Queen, which had done a Scooby-Doo kids promotion in 1999 when the classic cartoon show was enjoying a revival with a new generation of children.

This month Dairy Queen has extended its promotion to include a "Shaggy Look-a-Like" contest. The contest will search for the best human look-a-like of the cartoon teenage sleuth who shares the scene with the Great Dane Scooby-Doo. Grand prize winners of the look-a-like contest will enjoy a Scooby-Doo designed frozen cake at a private screening of the Scooby-Doo movie with 20 friends. Refreshments will be provided as well as DQ gift certificates. The ten first prize winners will each receive the Scooby-Doo movie soundtrack on CD.

For its part, Dreyer's has launched two Scooby-Doo flavors, Scooby-Doo Cookie Dough Light Ice Cream and Peanut Butter Bones Ice Cream. The Peanut Butter Bones Ice Cream combines vanilla and chocolate ice cream with peanut butter cookie dough shaped bones and chocolaty-coated peanut butter cookie pieces. The Scooby-Doo Cookie Dough Light Ice Cream is a mix of caramel light ice cream with chocolaty cookie dough shaped bones and chocolaty chips.

Dreyer's has also created a "Dig In to Win" game that's found inside the cartons. Five Grand Prize winners will get a special behind-the-scenes tour of Warner Bros. Studios and 1,000 First Prize winners will receive a Scooby-Doo backpack.

The game can also be found inside cartons of Powerpuff Mint Chip Ice Cream, which have been introduce as part of a second cartoon-related promotion between Dreyer's and Cartoon Network and Warner Bros. Pictures. The promotion is connected to the July launch this summer of The Powerpuff Girls Movie, featuring the crayon-carrying, crime-fighting Powerpuff cartoon trio of Blossom, Bubbles, and Buttercup. The Powerpuff ice cream features chocolaty-shaped Powerpuff Girls that float through mint ice cream with swirls of thick fudge.

"We are delighted to offer ice cream fans our Scooby-Doo flavors for the third year," said Suzanne Saltzman, Associate Marketing Manager with Dreyer's Grand Ice Cream. "The upcoming movie debut provides a perfect tie-in with our 'top dog' flavors. And we were thrilled to create a great new ice cream to tie in with 'The Powerpuff Girls Movie' by using a Dreyer's favorite, mint chip, and giving it a unique twist by adding chocolaty shaped Powerpuff Girls." The new flavors will be available through the end of August 2002 at a suggested retail price of $5.59.
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Publication:Ice Cream Reporter
Date:Jun 20, 2002
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