Marketing Currents - Business and Marketing Current Events

Hidden Valley and Van Leeuwen Release Ranch Ice Cream at Walmart 

Ranch enthusiasts have a whole new way to enjoy the creamy salad dressing.

On Thursday, Hidden Valley unveiled a new collaboration with Brooklyn-based ice cream parlor Van Leeuwen: Hidden Valley Ranch ice cream.

Click here to read the story at people.com.

Discussion Questions:

  1. What is branding?
  2. What is co-branding?
  3. How might a collaboration represent an example of co-branding?
  4. Why would Hidden Valley collaborate with an ice cream parlor?
  5. Why would Van Leeuwen partner with a ranch dressing brand?
  6. What is brand loyalty?
  7. How might brand loyalty help to create a successful partnership between Hidden Valley and Van Leeuwen?
  8. What is distribution?
  9. Why do you think the product will be available at Walmart?
  10. What is promotion?
  11. Why do you think this product will only be available for a limited time?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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