Captivating stories and eye-popping imagery draw people to Marvel characters. From the big screen to Disney+ exclusive programs, classic characters and new favorites captivate people’s imaginations. People do not want those marvelous moments to end when the screen goes dark. The new White Castle and Ironheart collaboration brings that excitement to the real world.
This summer, quick service restaurants have put collaborations with movies, shows, and iconic characters front and center. From soaring with dragons to F1 racing-inspired drinks, people want to continue that viewing experience over and over. These specialty food and beverage offerings not only keep people engaged with the entertainment but also entice them to visit those restaurants.
White Castle joins this food and beverage trend with its “Ironheart” collaboration. The specialty offerings include the Original Sliders served in a limited-edition box. The branded packaging is similar to the products seen in the Ironheart series.
Second, the specialty beverage, Mechanized Mix, is a Fanta-inspired beverage. Dispensed through the Coca-Cola Freestyle machine, the citrus, slightly sweet, but also tangy soda is a wonderful beverage pairing for those classic sliders.
According to Holly Frank, Walt Disney Studios VP, Partnership Management and Operations, Marvel, the specialty beverage is “an amazing way to bring Riri’s bold, innovative spirit to life.” People will have to sip and see how successful this beverage captures that sentiment. This beverage might have a technical name, but there is more to the flavor than meets the eye.
Jamie Richardson, vice president at White Castle, explains, “Just as Riri Williams follows her Crave while taking on the world as Ironheart, our Cravers are everyday heroes who bring passion and joy to everything they do. We’re excited to offer them a taste of ‘Ironheart’ with the new ‘Mechanized Mix’ and even more reasons to celebrate through Craver Nation Rewards.”
The connection with White Castle and “Ironheart” is rooted in more than lofty sentiments. Fans of the Marvel series know that it is set in Chicago. White Castle has its roots in the Midwest. That concept is just as important as seeing a box of Sliders pop up on the screen.
Today’s consumers are savvy. It takes more than a cute image or a great deal to make them walk into a restaurant. While Marvel fans are a loyal group, they want a taste of authenticity in those partnerships. A branded cup with no substance is not going to get them to run to the restaurant. This Mechanized Mix beverage has a flavor that feels like a drink Riri would drink.
White Castle is smart to leverage this “Ironheart” collaboration this summer. While people can reminisce about Harold and Kumar’s adventures, the Mechanized Mix and Cravers box can become the food pairing for every new Disney+ episode. Just like having to have a big bucket of popcorn while staring at the big screen, having that White Castle meal for the new “Ironheart” episode is a craving that will have to be satisfied.
The White Castle and “Ironheart” offerings are and will run through . In addition to the Mechanized Mix beverage, the promotion offers additional perks through Craver Nation Rewards.
Tags: marvel, ironheart, white castle, movie promotion, limited edition