Stuart Good
Stuart Good • Strategist
icecream.001.jpeg

Baskin Robbins • Creative Campaign

CHALLENGE

Create a campaign to refresh an at-risk retail brand.

SITUATION

Baskin Robbins used to be America's favorite ice cream store, but since the financial crisis their sales, store numbers, and rankings have steadily dropped. Many attribute this decline to category innovations like artisanal and health-conscious brands, non-ice cream treats like cupcakes and popsicles, and of course, the customizable FroYo movement. 

A HIDDEN COMPETITOR

While Baskin Robbins was focusing on health brands and FroYo, a hidden competitor gained huge market share: grocery store ice cream. The ice cream aisle is growing with more brands, flavors, portion sizes, and promises. How is an old, out of the way brick and mortar shop supposed to compete?

OPPORTUNITY

Kids are the largest segment of ice cream eaters, and if there is one thing kids love more than ice cream, it is going out for ice cream. Parents disagree though, often opting for store bought ice cream because of the convenience and easy clean up.

Baskin Robbins can take on the ice cream aisle by winning parents. 

TARGET: HOUSEHOLD NEGOTIATORS

Often parents - but sometimes babysitters, grandparents, or other caregivers - have to negotiate with their kids. The decisions they make are group decisions, and they have treats in their back pocket to use as leverage


STRATEGY

Baskin Robbins is a parent's secret weapon.

CONCEPT

Baskin Robbins is a bargaining chip.

TAGLINE

Frozen Persuasion


1 • LOGO REFRESH



2 • PRINT


Household negotiators look to magazines, blogs, and platforms like Pinterest for advice and activities to do with their kids. 


3 • OUT OF HOME


Household negotiators also often have to take their cases on the road. We targeted areas where kids can be a pain (like public bathrooms and stuck in traffic) to remind parents that Baskin Robbins is there for them. 


4 • IN STORE


The negotiation doesn't stop once they get to Baskin Robbins. We created ice cream flights so kids could try multiple flavors without ordering giant portions and wet napkin packets to help parents with the clean up process before leaving the store. 


5 • DIGITAL


Lastly, there is nothing worse than a crying kid on an airplane. We partnered Baskin Robbins with JetBlue Airlines to give parents some leverage and other passengers some peace and quiet. We targeted flight booking websites to promote our partnership when people are buying their plane tickets. 


TEAM

I did this project with my friends Bryn Bissey (CBM), Mike Cardamone (CW), Beth Hughes (AD), Steph Langan (AD), and Kelly Padgett (XD)

MY ROLE

  • Articulating the core problem
  • Conducting consumer research
  • Crafting the campaign strategy
  • Brainstorming with creatives