Dive Brief:
- Circle K announced four new limited-time offers March 6 through May 3 in conjunction with the movie “Godzilla x Kong: The New Empire,” according to a Thursday announcement.
- The items include a Titan Toffee Crunch chocolate bar, the Kong Breakfast Slamwich and two new Froster flavors, Kong Crush and Godzilla Blast.
- Circle K joins companies like 7-Eleven, which unveiled three summertime Slurpee flavors in June, and QuickChek, which offered a limited-time, zero-sugar frozen energy drink made with Prime Energy last year, in focusing on frozen drinks for new LTOs.
Dive Insight:
Dispensed beverages, including frozen varieties, are ripe for both innovation and exclusive partnerships like this, according to industry experts. Circle K has done this before as the exclusive retailer for Mountain Dew's Purple Thunder flavor, and last year added the drink to its Froster lineup.
Kong Crush has a blue raspberry-based flavor, while Godzilla Blast is cherry-based, a company spokesperson said in an email. The company also added a color-changing Froster cup to the short-term lineup.
The meat-laden breakfast sandwich includes sausage, bacon, eggs and cheese on an English muffin, according to the company’s website.
“We’re always looking for fun and engaging ways to bring partnerships to life in store for our customers, and we’re very excited about collaborating with Warner Bros. and Legendary Pictures,” said Kevin Lewis, chief growth officer for Circle K, in the announcement.
The company is also offering two sweepstakes in conjunction with the collaboration. The first gives any customer who buys one of these new items a chance to enter to win tickets to the movie in theaters, The second, open only to Inner Circle rewards members, lets members who buy these products enter for a chance to win a trip for two to tour the Warner Brothers Studio in Hollywood and see the movie.
Laval, Quebec-based Couche-Tard, parent company of Circle K, operates more than 5,700 c-stores in the U.S. It is the second-largest c-store company in North America behind 7-Eleven.
