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For the first time in the company’s 77-year history, Baskin-Rbbins is launching a full line of products to commemorate its recent glow-up, with the new tagline “Occupy Yay”. The campaign celebrates Baskin’s decades-old history as a key ingredient for sweet treats and fun, encouraging its customers to enjoy the small wins of everyday life.
“Small moments that bring joy are often accepted,” said Jared Grandinetti, VP of marketing and cooking at Baskin-Robbins. “We encourage people to take a break and celebrate any moment that brings joy with Baskin-Robbins.”
Although the company underwent a minor rebrand in 2006, modifying its logo and adding new flavors, this time it surpassed the expectation of excitement among customers and expanding the brand’s presence.
The famous blue and pink icon is being replaced by pink and brown in more smooth and posture. All that remains is the 31 hidden between “B” and “R”, honoring the original 1953 ad campaign that displayed 31 flavors (one for each day of the month).
Related: This Baskin-Robbins franchise has made ice cream a family affair
The brand has released three new flavors in a timely manner with Rebrand, which are designed with the theme in mind and are designed to celebrate big and small wins. Non-Dairy Mint ChocoChank already takes a non-dairy spin on favorite favorites. Ube Coconut Swirl is made from the original Ube of the Philippines and it blends the sweet taste of vanilla with coconut nuts. The final flavor, completely unrapped, is a rich combination of peanut butter and chocolate, rolling with fudge-covered pretzels, caramel-covered peanuts and salted caramel.
With the new flavor, Baskin-Rbbins is releasing a collection of limited-edition products, marking the brand’s first line-up in its 77-year reign. The “Yeah Worthy” collection includes bucket hats, shoes, clothing and yes – more – including skateboards and bicycles.
The rigorous rebranding and inspirational campaign honors decades of colorful nostalgia for Baskin Fanbase, and refines the brand with innovations that invite a new generation of customers to create memories.
Jason Maseda, president of Baskin-Robbins, reflects on how the Rebrand journey involves listening attentively to its customers. The team took notes from guests who felt connected to the brand in nostalgia, but saw it as “some chance to be more relevant,” Maseda said.
The limited edition product will be available on ShopBaskinRobbins.com from April 18
