Cinwiches
Cinwiches were conceptualised in response to the ‘DR Firestarter’s ‘Mash up, Liven Up’ brief’, whereby two unlikely brands collaborate to develop a new product, service or experience. Cinnabon was first introduced to the UK in 2020 and to help establish the brand to new consumers, this campaign works alongside Ben & Jerry’s. Putting a playful twist on the classic ice cream sandwich, cinwiches allow consumers to select their favourite Ben & Jerry’s ice cream and place it within a warm cinnamon bun. This collaboration primarily targets consumers aged 18-25, achieved through location, tone of voice and marketing strategies. Basing the launch in London Westfields not only ensures accessibility to a broader audience, but the location's popularity will evoke a sales incline.