[fusion_builder_container hundred_percent=”no” equal_height_columns=”no” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” border_style=”solid” padding_top=”20px” padding_bottom=”20px”][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding=”” margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_title hide_on_mobile=”small-visibility,medium-visibility,large-visibility” size=”1″ content_align=”left” style_type=”default”]
Baskin Robbins a new concept: The rise of healthy ice cream
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Our Challenge
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With a new line of products called “BRight Choices,” Baskin Robbins needed a PR firm that knew how to shake up the media. The new line of products were developed for a healthy lifestyle, encouraging anyone and everyone to have a taste. Because the products were being introduced to Canada for the first time, Baskin Robbins was looking to create awareness in the most creative way possible.
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The Strategy behind the campaign
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- Develop a campaign idea “Indulgence that fits” to emphasize the use of BRight Choices as a guilt-free indulgence
- Partner with renowned designer Pat McDonagh and Toronto Fashion Week — a creative partnership that brought Baskin Robbins to the runway for the first time in history and created buzz among a new target market
- Strategically leverage Facebook, YouTube and Twitter to generate awareness and proactively engage in relevant discussions
- Implement an online contest that encouraged consumers to participate in the fun by naming the two “ice cream inspired” dresses designed by Pat McDonagh for a chance to win first row tickets to Toronto Fashion Week
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Bragging Rights
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Within the first two months of the campaign, Baskin Robbins saw a 15 per cent sales increase. On Q’s efforts also resulted in over 50 million media impressions in top tier media and 12,000 Facebook fans.
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