June 7, 2012
On the Social Media Campaign Trail: Yogurt Maker Red Mango Has Launched Its New Honey Badger Frozen Yogurt Flavor Using Only Social Media — New Flavor Rolled Out Only On Facebook, Twitter, Pinterest and Instagram
Frozen yogurt and smoothies chain Red Mango has introduced its newest frozen yogurt flavor called "Honey Badger" — and the only way the company is promoting it to consumers outside of its stores is through social media. The social-only flavor launch from Red Mango follows the similarly named feisty animal that won millions of viewers in a YouTube sensation, To keep the campaign true to its social media roots, Dan Kim, founder and chief concept officer of Red Mango, announced the Honey Badger flavor on Facebook, Twitter, Pinterest and Instagram, limiting the only thing in stores to the flavor label. With the irreverent message "Try it...or not. We don't care," the new flavor is generating hefty buzz in an ongoing online dialogue. "We wanted to show the true power and influence of our social media audience by speaking directly to them with our brand new flavor, and letting them decide where to take the message," said Kim in a news release. "The reaction has been huge and, once again, it shows the reach that consumers have to share the love."
Much like the iconic Honey Badger that stops at nothing in the wild, the company claims its new frozen yogurt flavor is already showing its championship status on the store menu in the hearts, minds and online posts of fans of Red Mango.