Baskin-Robbins Rebrand
Rebrand + 360 Campaign // Conception, Art Direction, & Design
We were given the task of taking Baskin-Robbins, a brand so synonymous with childhood and happiness. Yet, 20 years later the idea of simply being the happy brand didn’t feel timely.
So we gave it a new personality, one that feels appropriate, yet relevant, while encouraging people to find joy in the little things and still recognizes that life is messy. With establishing this campaign, we wanted to show the world that happiness is not a lottery you win, rather a choice you make each and every day. We all must choose to find the little reasons to celebrate. And sometimes a scoop of Chocolate Chip Cookie Dough on a waffle cone is the perfect moment of celebration.
A New Tagline + Platform
The Launch Campaign
We launched the rebrand with a series of spots that highlighted all of the little reasons to celebrate, while introducing a new visual brand identity to the world.
Continuing into Social
We continued our campaign into social by establishing a new brand tone of voice.
Celebratory, but not earnest
Playful, but not snarky
Relevant, but not "hip"
We continued this campaign into social through bringing a little bit of joy to the digital world. Each post fostered online engagement and encouraged our audience to share and celebrate their moments of seizing the yay.
Their first rebrand in 20 years, ‘Seize the Yay’ gives Baskin-Robbins a pointed POV on happiness: that there’s always a reason to celebrate, no matter how small. And that’s a message that, frankly, never gets old.
In the Press
Ad Age — BASKIN-ROBBINS UNDERGOES MAJOR REBRAND, LOSES 'CHILDISH' LOGO
Adweek — Call It 31.2: Baskin-Robbins Taste Tests Brand Refresh
The Drum — Baskin-Robbins says ‘seize the yay’ in first rebrand in 20 years
QSR Magazine — Baskin-Robbins Rebrands with New Logo and Tagline
Marketing Dive — Baskin-Robbins scoops up brand refresh
Yahoo! Finance — Baskin-Robbins Aims to Inspire Everyone to "Seize the Yay" Through Rebrand and New Campaign
Business Wire — Baskin-Robbins Aims to Inspire Everyone to “Seize the Yay” Through Rebrand and New Campaign
Awards
Muse Creative Awards | Platinum - Baskin Robbins “Seize the Yay” | Advertising Campaign
Muse Creative Awards | Gold - Baskin Robbins “Seize the Yay” | Radio
Muse Creative Awards | Gold - Baskin Robbins “Seize the Yay” | Brand Transformation Repositioning
Muse Creative Awards | Gold - Baskin Robbins “Seize the Yay” | Branding Refresh (NEW)
AGENCY: 22squared
ECD: Della Matthew
CD: Rocio Alvarado
AD: Lucy Orr
CW: Emma Murphy
DIRECTOR: Aaron Ruell
PRODUCTION: Sanctuary