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Baskin-Robbins
Slingshotting Soft Serve to Success

RAN IN: United States, Canada

CLIENT
Baskin-Robbins

AGENCY
22squared *Lead Agency

Andrew Jones - EVP, Group Leader
Scott Sheinberg - EVP, CCO
John Stapleton, EVP, Chief Creative Director
Kevin Botfeld - SVP, Creative Director
Ryan Coons - Copywriter
Rhett Kearsley - Assoc. Producer
Ashley Keetle - Acct. Director
Peter Kehr - Art Director
Curt Mueller - SVP, Creative Director
Connie Newberry - SVP, Director of Production


BeCore


SUMMARY

Baskin-Robbins soft serve sales were in steady decline and awareness was low. After years of failed traditional retail tactics, a different approach was needed. The solution: The Super Soft Serve Slingshot. Personified flavor toppings were slingshotted 100 feet through the air, into an awaiting cup of soft serve. The filmed stunt was disseminated through videos on social media sites, and users who voted for their favorite topping received an exclusive offer. The results: a 20% lift in Soft Serve sales overall, and 60% in Dunkn' Donuts combo stores.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Social Networking Applications,Not Applicable,Not Applicable

Audience: Men,Women

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English