Baskin-Robbins had people screaming for ice cream…for real!

There’s an old saying when it comes to ice cream. We all scream for it. That’s never been more true than when Baskin-Robbins released its Flavor of the Month in October 2022.

For over 75 years, Baskin-Robbins has been known for serving craveable and creative flavors for every situation, celebration, or season. That’s why when it was time to create a new Flavor of the Month for October, Baskin-Robbins decided to break away from the basics and turn the heat up on the fall season. And they did it with Spicy ‘n Spooky, a White Chocolate Ghost Pepper flavored Ice Cream with spicy Blood Orange Flakes and swirled with Baskin-Robbins’ darkest Chocolate Ice Cream ever.

Baskin-Robbins launched this tongue-tingling new flavor in the best way possible, with a sound-proof scream booth with a selfie cam where LA’s biggest ice cream fans could put their taste buds to the test with a free taste of the exclusive flavor. And we also gave out free ice cream for a year to the first 31 guests.

People showed up strong with a line wrapped around the building during the event, and even some super fans camped out starting at 5 am. They sampled the flavor and screamed for ice cream in the scream booth, which was used to develop real-time social content to promote Spicy ‘n Spooky at its launch and for the remainder of the month. The social launch content was our highest-performing content for the entire year, and the flavor release and launch event garnered 575MM impressions in earned media.