Wouldn’t it be great if you could take your favorite Baskin-Robbin’s flavor anywhere—no freezer required?
CHALLENGE Evolve a beloved, iconic 75-year-old brand—through brand ID and packaging, on to brand messaging/creative strategy and execution—from the frozen category to the larger, dynamic shelf stable bar segment while maintaining its powerful heritage and legacy.
SOLUTION
Leveraging high-visibility, well-known brand iconography, dvk built a strategy that leaned into two things:
The joy that the brand brings to everyday occasions;
The mind-blowing news that that joy—the Baskin-Robbins ice cream flavors people love—can now be had ANYWHERE, not just in a “scoop shop”
By doing so, we effectively “cracked the code”. Or in this case, we “cracked the cone!”
Brand/Product Strategy
Package Design
Campaign Development
Point of Sale
More goodness to come in 2025
RESULT The joy is (about to be!) expressed through packaging, messaging, and even in the scoop shops, as the line launches May 2025. Creative campaign and integrated, omnichannel plan being presented to key retailer customers.
