Baskin-Robbins Ties Valentine’s Day with Sweet Incentive
Ice cream maker Baskin-Robbins is offering a sweet incentive to celebrate Valentine’s Day— free scoop of its Love Potion No. 31 ice cream. But there’s a catch. To receive the free treat, ice-cream lovers must dress like cupid.
Through today, consumers who don a bow, arrow, hearts, the color pink, wings, and a wig with proper clothing will receive a 2.5 ounce scoop of Love Potion No. 31, a seasonal flavor of white chocolate and raspberry ice cream swirled with raspberry ribbon and loaded with raspberry filled cups and chocolate chips.
“We were trying to think of ways to have fun around Valentine’s Day,” said Dave Nagel, manager of brand excitement for Baskin-Robbins. “Other brands focus on the romance and a very overplayed [part] of Valentine’s Day. Valentine’s Day is not just about couples. It’s about family and spending time with your friends.”
“[We want] to reward people for celebrating the fun side of Valentine’s Day,” he added.
The incentive is part of Baskin-Robbins’ Perfect Match campaign. As part of its celebration of the season of love, Baskin-Robbins is selling two Valentine’s Day ice cream cakes— Be Mine cake and the Polka Dot cake. The ice cream cakes, which can be customized with any of flavor ice cream and cake flavors, start at $10.
To help consumers find their “perfect match,” the company is out with a new sweepstakes that dangles a grand-prize trip to a private red carpet screening of Paramount Pictures’ Failure to Launch for the winner and 50 friends and a year’s worth of ice cream in the form of $200 Baskin-Robbins gift checks.
To enter the Find Your Perfect Match sweepstakes, consumers register online at Baskinrobbins.com/perfectmatch and print out the online game piece. Then, consumers must return to participating Baskin-Robbins stores to slide the game piece under a decoder to see if they win. Five first-prize winners will receive a dream date including four hours of limousine service for two, dinner, movie passes to Failure to Launch and Baskin-Robbins ice cream for two; 31 second-prize winners get Failure to Launch prize pack, including the DVD and soundtrack.
Continuing on the Valentine’s Day fun, consumers can vote for their favorite pick-up line at Baskinrobbins.com/perfectmatch. The company came up with its top 31 all-time favorite pick-up lines, including “Was your father a thief? Because someone stole the stars from the sky and put them in your eyes”, “If you were words on a page, you’d be ‘fine print’ ” and “Quick, I need oxygen. You just took my breath away.”
Online materials, in-store signage, p.r, and radio spots support. Norm Marshal Associates, Sun Valley, CA handles creative materials; ePrize, Pleasant Ridge, MI handles the sweepstakes.
