Brand refresh for a beloved icon
Baskin-Robbins is by far the largest system of retail ice cream shops in the world, inspiring a treasure trove of memories for its guests for over 70 years. Unfortunately, the experience had become tired over the years and by 2013 was sorely in need of a refresh. As part of a multi-pronged approach to re-energize the brand (including logo, packaging and store redesign, new product launches, and crew hospitality training) Dan and team created an entirely new communications platform based on core brand truths of flavor variety and happiness. The “More Flavors, More Fun” campaign won the brand recognition as the QSR Brand of the Year for advertising effectiveness (Ace Metrix), became the rallying cry for the entire organization and set the path for success that the brand still enjoys today.