Wendy’s stretches vocabulary muscles in new Frosty rollout
Sometimes, communications and marketing professionals have to really stretch when announcing a new product or accomplishment. That is what I think was going on in the following CNN article, titled, “Wendy’s is giving the Frosty a major makeover.”
“Frosty is the most iconic brand in the frozen treats category. It’s unique to Wendy’s, it’s broadly appealing and our customers love it,” said Lindsay Radkoski, Wendy’s U.S. chief marketing officer, at the presentation. “That’s why we’re evolving Frosty from a product to a treat destination. We will be that destination when a sweet treat strikes any and all of our customers.”
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Wendy’s is also changing the Frosty packaging too, with a new cup, lid and a blue spoon “designed for the perfect eating experience,” she said, adding that the new spoon “allows customers to get every bit of Frosty goodness out of the cup.”
The only newsworthy item in the story is that Wendy’s is unveiling new Frosty flavors. Previously, customers could choose only between chocolate and vanilla.
But that announcement alone makes for an awfully stubby press release. So, in comes the added fluffy language like “treat destination,” “perfect eating experience,” and even touting the packaging - new cup, lid and blue spoon.
It’s about time! I know I’m not the only person ever to say, “I’m having difficulty accessing the final few bites of my Frosty. If only my spoon were blue.”
Not satisfied with only reading about these exciting changes, I trekked to my nearest Wendy’s location and tried the new Girl Scouts’ Thin Mints Frosty. (If you think my writing about this is only a thin justification for eating a Frosty, I’d kindly advise the reader not to make assumptions about other people. Especially ones that are so accurate.)
Verdict: It was very good, particularly if you are a fan of Thin Mints cookies. The crushed cookies give a delightful crunch. Below is a photo of the packaging.
The Wendy’s near my house forgot to add the spoon to my bag (to multiple counts of ordering other items, I plead guilty). Therefore, I’m afraid I am unable to report on the design and utility of the blue spoon. But out of respect for my readers, I am willing to return to Wendy’s and try again. Life is all about making sacrifices.