Dairy Queen is putting on a very big show to celebrate a very little Blizzard.
The Blizzardmobile, which looks like a bright blue mail truck with a giant Oreo Blizzard cup mashed in its middle, is coming to Dallas this weekend to promote seven-ounce servings of Dairy Queen's signature whipped treat.
The Blizzardmobile will be parked at the American Airlines Center on Saturday from 6 p.m.-9 p.m. Visitors to the van will be able to claim a free Mini Blizzard and step inside a "a giant, upside down, inflatable clear Blizzard cup filled with chilled, swirling scented air."
Two-dollar Mini Blizzards, which are about half the size of the current "small" size, will be made widely available in August.
"The size and price really appeal to many consumers and, in fact, create a very strong perceived value for the new Mini," Dairy Queen's chief brand officer said in a press release.
Downsized desserts have been a popular check-boosting strategy for almost a decade: The Houlihan's chain reported its dessert sales doubled after introducing "Mini D's" - two-dollar portions of sweets including strawberry cheesecake, grilled s'mores and crème brulee -- in 2003. The trend's held steady, with industry watchers attributing its unanticipated longevity to the recession.