Cebu Pacific Air launches zesty new ice cream flavour as marketing promo

Cebu Pacific Air has collaborated with Melbourne-based ice cream brand Manila St to create a new ice cream flavour. The flavour is set to blend the creaminess of cheesecake with the bright and zesty flavour of Calamansi fruit.

The new flavour is to celebrate the resumption of its Melbourne-Manila route in a delicious way.

According to a post on Instagram by the brand Manila St, there is also be a social execution as part of the new relationship where consumers can stand a chance to win return flights from Melbourne to Manila.

MARKETING-INTERACTIVE has reached out for more information.

The resumption of the flights was first announced in January this year, after the relaunch of its Sydney-Manila service in July 2022. As part of the launch promotion, there were also flight promotions being offered at the start of the year. Earlier this month, Cebu Pacific also inked a deal with STB to promote travel to Singapore, which is one of the top-of-mind destinations for visitors from the Philippines. Key projects in this 2023 MOU will include joint marketing and promotions and joint business development in the areas of fly-cruise and meetings and incentive corporate groups.

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While the idea to create an ice cream flavour to promote a flight isn’t often seen, it isn’t one which is completely new either.

In Singapore, electricity retailer Geneco recently partnered with local ice cream shop Apiary to launch an exclusive ice cream flavor. This exclusive calamansi lime flavour is carbon neutral certified by purchasing carbon credits for the emissions produced during the production process. Made with natively found fruits and seeds, the main flavor of the ice cream is a refreshing calamansi lime that is accompanied with attap seeds, one of the seeds conserved at the Singapore Botanic Gardens' Seed Bank.

The ice cream presentation also creatively replicates the planting of seeds with the attap seeds being placed in a concave dip in the ice cream, which will then be topped off with a golden cereal crumble to represent soil. The flavor will be available at all Apiary outlets and online store throughout the month of April. 

Meanwhile, reversing the notion was Magnum which partnered up with female-founded, independent beauty brand, Nails.INC to launch a line of six chocolate-scented nail polishes inspired by the new Magnum ice cream Duet Bars.

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