22squared Inc. | Agency Profile, Contacts, AOR, Client Relationships

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Gen-Z Media Opps: Baskin-Robbins rebrands, launches campaign

Equipped with a fresh new logo, ice cream chain 22squared, "Seize the Yay" encourages viewers to associate BR with moments of joy. It rolled out across connected TV and social channels.

The new branding will hopefully make BR appear less "juvenile" than its old one reportedly did; many customers had seen the brand as rather childish. Ironically, though, BR's leaders are hoping the new work attracts younger consumers. Right now, it's promoting three new flavors: Mint Chocochunk, Totally Unwrapped and Uber Coconut Swirl. Three new items will launch in the next few months that will also likely see promotional activity.

BR is also making its first foray into branded merch such as skateboards, bikes and clothing with its logo. Additionally, it's working on growth; the brand will reportedly accelerate store openings this year including around 30 upscale "Moments" stores to join the existing 70.

So far this year, Pathmatics reports BR has spent roughly $272.9k on digital ads, a huge drop from the roughly $2m it had spent by this point last year. The brand's estimated full-year 2021 spend jumped 17% to $8.4m from that of $7.2m in 2020. BR has earned around 31.3m digital impressions YTD via Facebook (67%), Instagram (26%), desktop video (6%) and desktop display (1%) ads.

BR's target demographic is currently parents ranging from 35-40 years old, though it appeals to people of all ages. However, remember part of the hopes of this new branding is to reach younger audiences; this leads me to believe digital spend will pick back up soon to better target Gen-Z. According to Kantar data, BR also invests in radio, OOH and local broadcast. It holds planning conversations in Q4 and buying conversations in Q3. Sellers able to offer relevant ad space should contact soon to do so.

Agency & martech readers - Parent company Digitas; all of these agencies were appointed in 2021. We may see agency reviews follow a CMO replacement.