GRAND PRAIRIE, Texas
March 20, 2014
/PRNewswire/ -- Six Flags Entertainment Corporation (NYSE: SIX), the world's largest regional theme park company, and Unilever, one of the world's leading suppliers of Food, Home and Personal Care products, today announced a strategic partnership, naming Unilever Ice Cream the "Official Frozen Novelties" and "Hard Scooped Ice Cream" for all Six Flags Theme Parks in the U.S.
During the five-year agreement, Unilever Ice Cream will have exclusive marketing and sales rights for all novelty products including Good Humor
Ice Cream Bars, Fruttare
Frozen Fruit Bars,
brand products, as well as Breyers® hard scooped ice cream. The partnership also includes in-park brand exposure of Unilever ice cream products through digital and static signage via the Six Flags Media Networks and branded patio locations throughout the parks.
In addition to the product offerings and promotional support, Six Flags will host "Sundae Fundays" presented by Breyers
, where park guests will receive special offers, prizes and product sampling on dedicated dates throughout the summer. These national events will be supported by in-park advertising and online and social media exposure on brand channels for both Six Flags and Breyers
"We are thrilled to partner with a best-in-class company like Unilever to bring the joy of ice cream to our millions of guests," said
, Six Flags national director of corporate alliances. "This partnership demonstrates our ability to fully execute integrated partnerships using our powerful media networks, experiential brand teams and retail availability."
"Just like ice cream, theme parks are synonymous with summer. A strategic partnership between Six Flags and our Unilever ice cream brands is a perfect match," said
, Marketing Director at Unilever; "We are pairing iconic ice cream brands with iconic theme parks that have both created joyful memories across generations."
The companies will also collaborate on in-market, online and in-store shopper marketing promotions during the five-year agreement.