Taco Bell Taps Time to Launch Frutista Freeze

Taco Bell signed an exclusive partnership with Time Inc. to launch its new, permanent line of frozen beverage drinks called Frutista Freeze. The tropical Frutista Freeze comes in strawberry or mango strawberry flavors and is topped with strawberries. It is available now at $1.89.

Taco Bell has pledged all of its print dollars for the product’s launch to Time Inc.’s Entertainment Weekly, People and Sports Illustrated. One ad shows the drink in a tropical snow globe. It reads: “Refresh your day,” and offers a free coupon.

All executions drive consumers to Frutistafreeze.com where they can enter the “Choose Your Own Escape” sweepstakes. Through July 9, consumers can attempt to win tropical adventure packages at Laguna Beach, Calif., Miami and Puerto Rico. The site also includes digital coupons and a store locator. Ads on EW.com, People.com and SI.com also support.

At $6 billion in sales last year, the Yum! Brands-owned Taco Bell is the sixth-largest fast food chain, per Technomic, Chicago. It spent $250 million on U.S. media last year (not including online), per Nielsen Monitor-Plus.

“This buy goes across multiple touchpoints giving us laser-like focus on our core demographic on our core demographic [men 16-24] as well as delivering reach,” said Debbie Myers, vp-media services and entertainment at Taco Bell, Irvine, Calif.