Baskin-Robbins Touts New Non-Ice Cream Beverage, Contest
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| Print ad touts Baskin-Robbins newest creation, the Bold Breezes beverage line |
Baskin-Robbins has launched a new marketing campaign surrounding its first non-ice cream beverage, Bold Breezes, and an online essay contest offering consumers a chance to win $4,500.
Bold Breezes is Baskin-Robbins’ newest ice-blended beverage, which comes in three flavors: strawberry citrus, wild mango and kiwi. The drink is available in stores in three sizes ranging from $2.99 to $3.99. The new beverage brings an updated look for the Baskin-Robbins Web site and an extensive broadcast and print advertising campaign.
To build buzz around the fruity beverage, Baskin-Robbins created a grassroots Are You Bold? teaser campaign in February at
AreYouBold.com. Once on the Web site, consumers could download music, upload pictures of “bold acts” online and enter to win a separate Are You Bold? sweepstakes for a chance to win $2,500. Music downloads are available to consumers at Areyoubold.com.
Baskin-Robbins extended the brand by printing an Are You Bold? bar code icon on T-shirts, mood cups, temporary tattoos and disposable cameras to distribute at Mardi Gras, hotels, colleges, clubs spring break locales and sporting events. Los Angles-based NMA Entertainment & Marketing lead the bold gear celebrity seeding effort.
In addition, Baskin-Robbins ran banner ads on a number of entertainment, music, technology, games and humor Web sites. The AreyouBold.com Web site now links visitors to the Baskin Robbins Web site to support the launch of Bold Breezes. The new Web site, designed by Boston-based MaintainNet, features vibrant colors, music and animation.
Baskin-Robbins is offering consumers a second chance to win some cash this time by submitting an essay of 150 word or less telling executives how $4,500 can make their own dream a reality. Entrants must submit the essay online and a photo (optional) online at
Baskinrobbins.com or Areyoubold.com explaining how they hope to make their bold dream a reality.
A panel of judges will select 31 semi-finalists on Apr. 20 and will narrow the pool down to three finalists on Apr. 29. Consumers can cast their vote for the boldest, most daring grand-prize winner from the three finalists beginning May 9 on Baskinrobbins.com. The grand-prize winner will be announced on May 18.
The contest is open to consumers 18 and older and runs through April. 18.
Boston-based MaintainNet handles the online Are you Bold? contest creative and Web site maintenance. VitroRobertson of California handles Baskin-Robbins ads. Baskin-Robbins handles sweeps.
Baskin-Robbins is also supporting the launch via TV and prints ads. In addition, Baskin-Robbins is generating consumer and media awareness through a multi-layered public relations initiative, which includes guerilla marketing, photo opportunities, media teasers and a survey. Schneider Associates of Boston handles media relations.
