Mmm, marketing

By reischel on Wed, Sep 5, 2007 6:41 pm

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The launch of the T's latest marketing ploy, a T-themed ice cream creation available only at Cold Stone Creamery, prompted some pretty inspired invective from Amy Derjue at Boston Magazine. Alongside a few stinging insults, she asks a good question: what exactly is the transit-related logic behind the "(T)errific Charlie's" blend of cake batter ice cream, Snickers, M&Ms, and Kit Kats?

We put the question to Joe Pesaturo, the MBTA's ever-ready spokesman, who forwarded our inquiry to the MBTA's director of marketing, Barbara Moulton. (Who knew the T had a marketing department?) Here's what she says:

The idea came up at this year's Scooper Bowl (of which the T was a partner), a benefit for Dana Farber. Always seeking new ways to promote the use of CharlieCards, the T's marketing staff pitched the idea of paying tribute to the T/Charlie by naming a flavor after Boston's icon Charlie and adding value to T Charlie card holders w/the $1 off concept to Cold Stone's Creamery and they really liked the idea.

It also gave them an opportunity to advertise their 15 locations using the T advertising space as well as aligning their brand with ours.

Regarding the ingredients - Cold Stone's has a few seasonal creations they've perfected - after some discriminating tasting - we felt that this creation w/the multi colored M&M's (reminiscent of the lines of the T) was most worthy of carrying the Charlie name.

Doesn't really explain the Snickers or the Kit Kats. Or the cake batter. Or the fact that some M&Ms are yellow, with no corresponding yellow line. Still, it's probably tasty.

Update: I should've asked specifically about the yellow. From Joe Pesaturo:

"Yellow M&Ms represent T buses (all of which have yellow stripes)."