New logo, packaging and uniforms join ad campaign and limited merch offering
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With the world returning to work, school and play after two years of pandemic, Baskin-Robbins on Monday unveiled a new branding campaign that encourages guests to “Seize the Yay.”
The campaign is part of a brand overhaul that includes a new logo, packaging, employee uniforms and the “Seize the Yay” tagline, designed to inspire appreciation of every moment, big and small.
“For more than 75 years, Baskin-Robbins has been the destination for celebrating moments that matter most,” said Jerid Grandinetti, Baskin-Robbins’ vice president of marketing and culinary, in a statement. “Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favorite flavor.
“Small moments that spark joy often get taken for granted,” he added. “We’re encouraging people to pause and celebrate any moment that brings happiness with Baskin-Robbins.”
Founded more than 70 years ago and long known for boasting 31 flavors, Baskin-Robbins is now the world’s largest hard-scoop ice cream shop, with 7,700 retail shops in 52 countries. The chain was acquired by Inspire Brands in 2020 as part of an $11.3 billion deal to purchase Dunkin’s Brands Group.
Over the past two years, Baskin-Robbins’ 2021 same-store sales increased 13.6%, Inspire Brands said last month.
To celebrate the rebrand and new look, Baskin-Robbins developed three new flavors, including Non-Dairy Mint Chocochunk in a coconut milk base; Ube Coconut Swirl; and Totally Unwrapped, a candy-bar-inspired mix of peanut butter and chocolate ice cream packed with fudge-covered pretzels, fudge, caramel-covered peanuts and a swirl of salted caramel.
The chain is also offering a collection of limited-edition merch, available beginning April 18 at shopbaskinrobbins.com. The collection includes “yay seizing” items, like clothes, bicycles and skateboards.
Contact Lisa Jennings at [email protected]
Follow her on Twitter: @livetodineout
