Cineworld has agreed a new partnership with Vimto Out of Home to provide its UK and European cinemas with carbonated frozen slush brand ICEE.
The launch will be supported by an awareness campaign with three flavours of ICEE available: Cherry, Blue Raspberry and Vimto.
ICEE is already found in 558 of Cineworld Groups Regal Cinemas. The new agreement will see the brand introduced into Cineworld cinemas in the UK and Ireland for the first time. It will also extend further into selected European territories over the next year.
As part of the UK launch, the brand has invested heavily in in-foyer digital advertising along with on-screen cinema advertising. A new positioning and look around the en-vogue Americana trend will be used throughout the creative.