T-Mobile has forged an unlikely partnership with Betty Crocker in what is likely the first cake mix dedicated to explaining the intricacies of wireless networking.
Launched quickly today, the free, limited edition product provides the ingredients for a frosted cake in the pink color typical of the wearer. Each of its levels is intended to represent a different range of broadband frequencies on which T-Mobile builds its 5G network.
The cake analogy was a central pillar in T-Mobile’s marketing for the start of the next generation of wireless. While the two largest carriers – Verizon and AT&T – build their 5G networks on super high frequency waves, which work best in dense urban areas, T-Mobile argues that the recent merger with Sprint will allow it to operate on all three major broadband spectrum bands to build up a network that extends beyond cities.
“When it comes to 5G, you have to have layers – low-band, mid-band and high-band make for a delicious cake,” said Neville Ray, president of technology at T-Mobile, in a statement. “Unfortunately, AT&T and Verizon’s 5G networks do not have the right ingredients, such as a clear 5G spectrum in all three bands.”
The stunt is the latest in a long line of sometimes unexpected partnerships for what is currently the third largest wireless operator in the country. T-Mobile had previously partnered with Lyft and Taco Bell for promotions during the Super Bowl in 2019, and the airline and fast food chain even co-branded pop-up stores last year .
After two years of legal and regulatory challenges, T-Mobile completed the merger with Sprint in April.