MUSE Gold

2023

Sweet Sounds of Seize the Yay

Entrant Company

22Squared

Category

Audio - Radio Campaign

Client's Name

Baskin-Robbins

Country / Region

United States

In Spring of 2022, we launched a new brand POV and creative platform, “Seize the Yay,” that told the world happiness isn’t a lottery you win but a choice you make. A choice to find little reasons to celebrate every day—regardless of life’s curveballs.

The work came to life through a fully integrated campaign that enabled us to drive both awareness and product sales, all while showing up in the most culturally relevant and timely ways to resonate with a younger audience.

This can best be seen through the launch of two new beverage products, Tiger Milk Bubble Tea and OREO® ‘n Cold Brew Blast. We effectively leveraged “Seize the Yay” in audio placements to efficiently reach our younger consumers while they were on the go.

In the absence of visuals, the audio for these products needed to bring energy but also had a responsibility to maintain brand equity for the newly established brand platform. We did this through breakthrough storylines sparking imagination from our consumers, key voiceover inflections to draw attention, intriguing sound effects and music, and brand equity consistencies with our voiceover talent, tagline, and ending mnemonic.

Credits

Group Account Director/22Squared
Jennifer Pisczak
Group Creative Director/22Squared
Rocío Alvarado
Group Strategy Director/22Squared
Megha Parikh
Group Strategy Director/22Squared
Alicia Damiano
Senior Copywriter/22Squared
Emma Murphy
Art Director/22Squared
Lucy Orr
Producer/22Squared
Sara Haun
Senior Business Affairs Manager/22Squared
Jane Dawson
Associate Director, Comms Strategy/22Squared
Meredith Almond
Management Supervisor/22Squared
Carly Loux
Management Supervisor/22Squared
Jamal Smith
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