Cinnabon and Golden Gaytime have launched a delicious new frozen treat, bringing together two established brands in an inter-continental collaboration, affectionately nicknamed ‘Junior’.
In a deal brokered by Asembl on behalf of Cinnabon, this launch brings together two cult-favourite brands for the first time. The result, a combination of warm cinnamon and cream cheese flavour that Cinnabon is famous for, dipped in choc and coated with Golden Gaytime’s iconic creamy-and-crunchy biscuit experience. Designed to delight fans of both brands, it responds to the growing appetite for nostalgic mash-ups and indulgent taste experiences.
Instead of a traditional product release, Cinnabon and Golden Gaytime introduced the news through a playful cross-Pacific love story. From a chance encounter and whirlwind romance to the arrival of ‘Junior’, the campaign has reimagined a product launch as a celebrity-style birth announcement.
Using humour and cryptic clues across a series of social posts, the campaign gave birth to Junior – a cultural moment – that invites Australians to fall in love with the newest addition to the freezer aisle. The campaign combines product innovation with social storytelling to build anticipation ahead of the national retail rollout.
GoTo Foods President of International and Licensing Dave Mikita said, “This collaboration captures everything fans love about Cinnabon and one of Australia’s most iconic ice creams. It’s a great example of how thoughtful licensing can extend a brand in new ways that feel authentic, memorable and genuinely exciting for consumers.”
GoTo Foods President of International and Licensing Dave Mikita
Streets Ice Cream Australia and New Zealand’s Marketing Director Kalli Swaik said the collaboration was created to celebrate two iconic brands in a way only Golden Gaytime could. “The birth of Junior is the cheeky, unexpected result of two icons coming together. We wanted to create something that fans wouldn’t just see, but talk about, hunt down and share with their mates. Golden Gaytime has always had a knack for not taking itself too seriously, so bringing this love story to life felt like the perfect way to introduce a collaboration that’s as playful as it is delicious. We can’t wait to see Australians fall in love with Junior from the very first bite.”
Streets Ice Cream Australia and New Zealand’s Marketing Director Kalli Swaik
Asembl Managing Director Justin Watson said, “Serving up love at first bite, the Cinnabon x Golden Gaytime is set to become the freezer aisle’s must-have indulgent taste experience. It’s exciting to see two iconic brands from our licensing portfolio come together in such a delicious way to create a frozen treat that celebrates Cinnabon’s warm cinnamon and cream cheese flavour with The Magnum Ice Cream Company’s Golden Gaytime’s creamy-and-crunchy biscuit experience.”
Asembl Managing Director Justin Watson
