Baskin-Robbins
Seize the Yay
Selected Press:
AdAge
The Drum
Tech Crunch
Nicki Minaj
MediaPost
The Drum Halloween
Shots
The first national brand relaunch Baskin-Robbins has undertaken in 20 years and with a new CMO at the helm there was a lot at stake for us. The 76-year-old icon came to us in 2022 with a dilemma: how to stay cool when the competition’s full of small-batch, slow-churned, hand-foraged, oat-milk-swirled whatever.
We proved to once again be their trusted agency partners, delivering a 360 integrated campaign in just four months while keeping business as usual running. In Spring of 2022, we launched a new brand POV and creative platform, “Seize the Yay,” that told the world happiness isn’t a lottery you win but a choice you make. A choice to find little reasons to celebrate every day—regardless of life’s curveballs.
The work came to life through a fully integrated campaign that enabled us to drive both awareness and product sales, all while showing up in the most culturally relevant and timely ways to resonate with a younger audience.
+11% ON IG, +5% on Twitter, and launched on TikTok with many posts hitting 2M views — all organic 💅🏽
Role: Group Creative Director / CD
Brand refresh by the good people at Change Up.
On launch day, we celebrated by encouraging our Instagram and Twitter followers to share their seize the yay moments with us. When users tagged us in their small wins they were surprised and delighted with a DM from the brand offering them a unique promo code for $10 off their next purchase.
Bringing the relaunch to TikTok we knew we had to capitalize on of-the-moment trending sounds in order to capture attention and eyeballs.
And of course, we also made sure our audience had the tools they needed to seize the yay by creating a new library of branded GIPHY stickers available for use on any messaging platform and on Instagram Stories.
Awards:
2023 Muse Creative Awards Platinum - Advertising/Advertising Campaign
2023 Muse Creative Awards Gold - Strategic Program/Branding Refresh
2023 Muse Creative Awards Gold - Integrated Marketing/Brand Transformation/Repositioning
2023 Muse Creative Awards Gold - Experiential & Immersive Launch Event
2023 Muse Creative Awards Gold - Experiential & Immersive Live Experiences
2023 Muse Creative Awards Gold - Branded Content Influencer Marketing
2023 Muse Creative Awards Gold - Radio/Radio Campaign
