Baskin-Robbins Goes Nuts for Summer


Summer is a time for ice cream, and Baskin-Robbins is wasting no time scooping the market.

The world’s largest chain of ice cream specialty shops is launching a multi-million dollar ad campaign in the U.S. featuring animated characters. The first ad, above, promotes its June flavor of the month, Baseball Nut, and introduces the character Humphrey Hound. Four additional animated commercials will run through the end of the year.

Baskin-Robbins keeps a high profile. It has managed to score product placements in movies including Sex and the City and Shrek 2, as well as television shows like The Sopranos and The O.C.

Across the pond, the ice cream maker is going head-to-head in the U.K. with such premium ice creams as Ben & Jerry’s and Haagen-Dazs by bringing four premium ice cream flavors to Morrisons, one of the UK’s largest supermarket chains.[more]

The move marks the first time the Baskin-Robbins brand has moved into a major supermarket, and the company is planning further expansion in the UK retail sales marketplace.

Sixty-five year old Baskin-Robbins claims to have over 1,000 varieties in its “flavor library.” In addition to producing products for sale in supermarkets and convenience stores, Baskin-Robbins operates a franchise business that boasts more than 6,000 retail outlets in 33 countries.

That’s not just a lot of ice cream; it’s a pretty cool business model, too.