Baskin-Robbins’ latest campaign sees the ice cream brand challenge fans to invent a new flavour combination in a bid to win free ice cream for life.
The campaign, from Brisbane creative agency Type + Pixel, centres around an interactive digital experience in which fans mix and match any two flavours to create their own, one-of-a-kind ‘Flavour Slam’. They can then name, share and spruik their creation for the chance to win a lifetime’s supply of Baskin-Robbins.
The concept, brought to life via a series of surreal TVCs, leverages the brand’s heritage as the global pioneers of innovative ice cream flavours.
Type + Pixel founder Darren Walls said: “When Baskin-Robbins first started out in California in the 1940s and 50s, flavour innovation and variety were what they were known for. The Flavour Slam campaign leans in to that legacy in a big way. It’s designed to remind customers what Baskin-Robbins stands for and encourage new flavour discovery in a novel way.”
Baskin-Robbins national marketing director Julian Casa said: “This campaign takes inspiration from our new global brand repositioning strategy, which encourages people to discover the joy of a life lived flavourfully. We’ll be rolling out the new brand across all of our 84 Australian stores during the course of 2021.”
Flavour Slam is supported by a digital marketing spend, national cinema campaign and influencer collaborations with Youtube and TikTok stars the Rybka Twins and Rory Eliza. Check out the mobile experience at flavourslam.com.au.
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