MUSE Gold

2023

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

Entrant Company

22Squared

Category

Experiential & Immersive - Live Experiences

Client's Name

Baskin-Robbins

Country / Region

United States

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.

Credits

Group Account Director/22Squared
Jennifer Pisczak
Group Creative Director/22Squared
Rocío Alvarado
Senior Copywriter/22Squared
Ashlyn Bell
Associate Creative Director, Art Director/22Squared
Sara Lowe
Executive Producer/22Squared
Sarah Spitz
Senior Business Affairs Manager/22Squared
Jane Dawson
Associate Director, Comms Strategy/22Squared
Kelly Taylor
Senior Social Engagement Strategist/22Squared
Dakari Dunning
Associate Social Engagement Strategist/22Squared
Raicious Durant
Management Supervisor/22Squared
Jamal Smith
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