Not sure about the answer on how they market such a thing, but I do know how they got it to fly; with wings!
You bring up a good point. Bubble gum would be cheaper, too.
You bring up another good point about ice cream flavors. And why stop at Rum Raisin? Why not Tequila Lemon, Jack Daniels Peanut, Night Train Alka Seltzer…etc.
And if you think ice cream flavor marketing is bad like this, keep your eye on those little jelly bean characters. They are notorious!