Ice cream charity promotion.

• Position: Community Service - Brief article

Institution: Susquehanna Bank, Lancaster, PA.

Asset size: $18 billion

This summer, the bank organized a promotion with local ice cream parlors in which Susquehanna agreed to donate $3 to Make-A-Wish for each cone or dish of a specific flavor of ice cream that was served. The flavor in question was "Stellar Ice Cream" named for the bank's new Stellar Checking account.

Stellar Ice Cream is a combination of mint ice cream, crushed Andes candies, gold sprinkles and chocolate chips. The flavor was formulated to symbolize the bank and its product. The mint (green) was designed to represent the cash customers early by using the Stellar Checking account. The mint (Andes) chocolate was intended to represent the bank's "fresh approach" to banking. The gold sprinkles were designed to aymbolize the ability to...