Schneider Associates / Baskin-Robbins 65th Birthday CelebrationChallenge
Generate national media coverage for Baskin-Robbins' 65th Birthday in July, the most important month of the year for ice cream sales.
Strategy and Action
SA created a “pink carpet” photo opportunity at Brand Central, coinciding with National Ice Cream Day, where the Baskin-Robbins VP of Marketing announced the retirement of five flavors. Ice cream tubs of the five flavors were carried by executive chefs down the pink carpet to a waiting Brinks Security truck emblazoned with a magnetic, pink Baskin-Robbins banner. The event was supported with satellite feed and an enhanced press release which included a large photography menu from the event.
SA secured a lengthy national television broadcast feature segment with ABC World News Tonight with Diane Sawyer(#1 trending story on Saturday, July 17), which was reported by John Berman, who discussed the history of Baskin-Robbins and the company's wide variety of flavors. The segment also added an international perspective to the story by highlighting unique tastes from countries around the world. Other media coverage included CNN, The Chicago Tribune, Yahoo, and Fox & Friends.Download the case study