T-Mobile has formed an unlikely partnership with Betty Crocker on what is likely the first cake mix dedicated to explaining the technical intricacies of wireless networks.
The free limited-run product, which was quickly given out today, provides the ingredients for a layer cake with frosting in the carrier’s trademark pink color. Each of its levels is meant to represent a different range of broadband frequencies on which T-Mobile is building its 5G network.
The cake analogy has been a central prop in T-Mobile’s marketing around the race to launch the next generation of wireless. While the two biggest carriers—Verizon and AT&T—are building their 5G networks on super high frequency waves that work best in dense urban areas, T-Mobile argues that its recent merger with Sprint will allow it to build on all three major broadband spectrum bands for a network that better reaches beyond cities as well.
“When it comes to 5G, you’ve got to have layers—low band, mid band and high band make for a tasty cake,” said Neville Ray, president of technology at T-Mobile, in a statement. “Unfortunately for them, AT&T and Verizon’s 5G networks don’t have the right ingredients, like clear 5G spectrum in all three bands.”
The stunt marks the latest in a long line of sometimes-unexpected partnerships for what is now the nation’s third largest wireless carrier. T-Mobile previously partnered with Lyft and Taco Bell for promotions during the Super Bowl in 2019, and the carrier and the fast food chain even launched co-branded pop-up stores last year.
T-Mobile finally completed its merger with Sprint in April after two years of legal and regulatory challenges.