Sunkist teams up with Six Flags for healthy marketing

LOS ANGELES: Six Flags said this week it has partnered with the Sunkist Growers cooperative to market at 30 regional theme parks.

LOS ANGELES: Six Flags said this week it has partnered with the Sunkist Growers cooperative to market at 30 regional theme parks.

As the "Official fresh fruit" of Six Flags, Sunkist will be the parks' exclusive fresh-fruit provider, according to Six Flags SVP communications Wendy Goldberg.

"We've had agreements [with brands] in individual parks before," Goldberg said. "But this is the start of bringing brand names that guests know and love to all 30 parks."

To be promoted via Six Flags' New York-based corporate PR team, efforts are expected to include fruit-sampling opportunities, consumer retail offers, and the inclusion of Sunkist Fun Fruits in Six Flags Kids Meals. In addition, Sunkist branding will be apparent throughout the parks.

Sunkist announced they will launch a new ready-to-eat packaged-fruit product, and Sunkist's PR firm MS&L confirmed they would leverage the Six Flags deal as part of the campaign.

Goldberg noted that since assuming leadership in December 2005, Six Flags' president and CEO Mark Shapiro has committed to improving the overall guest experience parks' 35 million annual visitors. To that end, one of the company's main concentrations is working with name brands to "provide families with options they love," Goldberg said.

The effort, for which terms were not disclosed, is scheduled to launch this spring.

 

 

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