Vimto Out of Home has announced a new partnership with Showcase Cinemas that will see the UK’s leading frozen drinks provider install its carbonated slush brand ICEE across all 21 of the cinema chain’s UK sites.
As the biggest frozen drink brand in the USA, ICEE’s bold, retro Americana look and feel will be brought to life in each venue with a widespread awareness campaign and in-foyer digital advertising. The launch will make ICEE’s three core flavours available across the country: Cherry, Blue Raspberry and Vimto.
ICEE is already found in 34 Showcase cinemas in the USA, all owned by leading movie screen operator National Amusements. The new agreement will see the brand introduced into Showcase cinemas in the UK for the first time.
Nick Yates, Sales & Operations Director, Vimto Out of Home says: “ICEE is going from strength to strength since launch in the UK last year. We are confident our new partnership will both boost this growth, and drive sales for Showcase.
“Just like ICEE, Showcase is hugely popular in the USA, making our collaboration a perfect match. We’re excited to keep building on our partnership with further flavour launches and an extended roll out of our awareness campaign in the coming months.”
Mark Barlow, UK General Manager, Showcase Cinemas, says: “We’re delighted to partner with Vimto Out of Home to bring ICEE to our cinemas. We provide the ultimate movie-going experience and offering such an iconic carbonated frozen slush brand will help us to do just that.”
ICEE will be available in Showcase cinemas from early January 2020.
 Based on global ICEE sales