Wawa releases limited-edition Gritty Smoothie for Flyers playoff run
Updated
Updated · The Philadelphia Inquirer · May 4
Wawa releases limited-edition Gritty Smoothie for Flyers playoff run
6 articles · Updated · The Philadelphia Inquirer · May 4
The 24oz mango-pineapple-tart-cherry drink launches Monday at more than 400 Philadelphia-area stores, topped with whipped cream and chocolate chips in a disposable Gritty-themed cup.
The promotion ties two Philadelphia brands as the Flyers face the Carolina Hurricanes, after Wawa and the mascot teased the collaboration on social media since late March.
Wawa, which has about 1,200 stores in 13 states and Washington, DC, says the smoothie is regional only despite broader national followings for both brands.
Does a regional exclusive product risk alienating a mascot's global fanbase?
Can a brand built on hyper-local icons successfully conquer the national stage?
Why are chaotic mascots proving more effective than polished corporate branding?