– New L.O.V.E. Chillatta beverage with lemon-lime natural energy introduced in concert with movie tie-in –
Atlanta (June 20, 2008) – The crave appeal of world famous Cinnabon® Classic® Rolls has never been duplicated, but this summer, the taste is especially huge. That’s because the Cinnabon brand has made its latest feature film cameo as the exclusive and sole promotional quick-service restaurant partner in “The Love Guru”, the highly anticipated movie from Paramount Pictures® starring comedian Mike Myers as Guru Pitka. The brand’s close-up coincides with a pivotal scene featuring a Cinnabon bakery inside an airport terminal.
As part of the brand’s “Love Guru” promotion, and with the help of Paramount Pictures, Cinnabon has adapted the Guru Pitka t-shirts worn by fans in a scene at a professional hockey game. Bakery employees will sport yellow t-shirts that play off Guru Pitka’s envelope-pushing sayings by incorporating the message ‘Cinnabon – The Taste is HUGE’.
Various marketing materials for this promotion also include Guru Pitka-esque quips and acronyms, such as ‘I love them BIG and ROUND’ and ‘Love Your B.O.N.S. – Beautiful Open-Hearted Nurturing Spirit’.
There’s also the new L.O.V.E. Chillatta™ beverage – ‘Lemon-Lime Outputting Valuable Energy’. Available now through July 26 at participating locations, this limited time flavor in Cinnabon’s iced, blended beverage line comes packed with all natural energy from sources like vitamins B12 and C, taurine, ginseng and caffeine from guarana. These and all cold specialty beverages will be served in 16- and 24-ounce “Love Guru” cups during the promotion, with the Cinnabon logo on one side and the movie logo on the other.
“When Paramount Pictures approached us about participating in this movie, we were thrilled at the opportunity,” said Geoff Hill, president of Cinnabon, Inc. “Knowing we would have phenomenal brand placement, we felt strongly about executing a systemwide program to make the most of this fantastic partnership. Between our attention-grabbing materials and new summertime Chillatta beverage, we’re ecstatic about our huge role in this hilarious film.”