The legendary original is still forever young.

As longtime partners to Baskin-Robbins, we’ve kept the brand evolving with culture while keeping true to its roots. Our latest challenge? Launching the first rebrand in twenty years, under a new tagline and with a full 360 campaign.

Consumer research revealed that even though people knew about Baskin-Robbins, they just didn’t care about Baskin-Robbins. This was especially true for the next generation of ice cream lovers, younger Millennials and Gen Z, who didn’t grow up with the brand.

To connect with this new audience, we dug into cultural trends and consumer realities, and a common truth emerged: Happiness is in short supply. People are stressed out, burned out, and extremely jaded.

As the OG purveyor of joy with the experience, flavors, and best ice cream to prove it, Baskin-Robbins had the right and the responsibility to help more people find their next smile.

So 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.

And we’ve successfully done just that.