MUSE Gold

2023

The legendary original is still forever young.

Entrant Company

22Squared

Category

Integrated Marketing - Brand Transformation / Repositioning (NEW)

Client's Name

Baskin-Robbins

Country / Region

United States

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.

Credits

Executive Creative Director/22Squared
Della Mathew
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
Head of Production/22Squared
Zamile Vilakazi
Producer/22Squared
Sara Haun
Creative Studio Director/22Squared
Jen Blum
Senior Business Affairs Manager/22Squared
Jane Dawson
Associate Director, Comms Strategy/22Squared
Meredith Almond
Senior Social Engagement Strategist/22Squared
Dakari Dunning
Associate Social Engagement Strategist/22Squared
Raicious Durant
Management Supervisor/22Squared
Carly Loux
Management Supervisor/22Squared
Jamal Smith
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