Dairy Queen® Kicks Off Blizzard's® 20th Birthday

Yearlong birthday bash includes online fan club and scratch & win game

MINNEAPOLIS, MN (Friday, April 01, 2005) - Dairy Queen®, the treat category leader that literally "turned the world upside down" with its signature Blizzard® Frozen Treat, will kick off the 20th Birthday of the Blizzard on April 1 with a new Web site, www.blizzardfanclub.com, and a DQ® Blizzard Birthday Bash Scratch & Win Game.

"Blizzards are the most cravable treat on our menu and as a result, fan loyalty is off the charts," said Patty Halvorson, director of national/local promotions for International Dairy Queen. "So it made sense to reward our raving Blizzard fans during the 20th birthday celebration. After all, while others have tried to copy it, there is only one Blizzard Flavor Treat."

The Blizzard is perhaps one of the most imitated ice cream innovations since the ice cream cone, and is well on its way to becoming a billion-dollar brand. Over the past few years Dairy Queen has developed an aggressive menu strategy, offering the largest variety of high quality, cravable, classic and innovative treats and foods made with a twist. Not just candy and soft serve, the Blizzard has transcended the treat industry with original and inventive flavors including Brownie Batter, French Silk Pie and Strawberry CheeseQuake®.

Beginning in April, Blizzards will be served in special 12- and 16-ounce branded and coded Birthday Bash cups. Those codes can then be entered in online at www.blizzardfanclub.com for a chance to win prizes in the Scratch & Win Game.

Once accessed, visitors "scratch off" with their mouse a choice of five squares on a 25-square grid. If all squares match, it’s an instant win. Up to three plays a day are allowed per e-mail address. Prizes include: Phillips plasma televisions, Apple® iPods™, Xbox video game systems and a year’s worth of free Blizzards. All who register also are eligible for a biweekly drawing of prizes including iPods and MP3 players. Winners are immediately notified by e-mail.

All who visit www.blizzardfanclub.comalso will be invited to join an online club for Blizzard fans. The club is designed for Blizzard lovers ages 13 and older. Younger DQ fans have their own online club at www.thedqlab.com.

Blizzard Fan Club member benefits include:

An online coupon for a "buy one, get one free" 16-oz. Blizzard treat.
A special birthday greeting that includes another "buy one, get one free" Blizzard coupon.
Monthly email updates on new flavors.
Details about upcoming Blizzard events.
A chance to share ideas for new Blizzard treats.


About IDQ
International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops, licenses and services a system of more than 5,700 Dairy Queen-stores in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway Inc. family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. In 2001, IDQ launched a new concept called DQ Grill & Chill® that blends the best of the Dairy Queen brand’s heritage with the most modern innovation in quick service food and design, featuring an all new expanded menu and newly designed restaurant interiors.

For More Infromation Please contact:
Dean Peters, Director of Communications
International Dairy Queen, Inc.
Phone: (952) 830-0204

View all Dairy Queen Press Releases

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