It’s easy to be cynical today about, well, a lot of things. We could all use a break from the chaos and a safe space to celebrate even our smallest wins. Made your bed? That’s a reason to celebrate. Put on pants with actual buttons? There’s another.
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. We proved to once again be their trusted agency partners, delivering a 360 relaunch campaign in just four months while keeping business as usual running. We all lived to tell the tale and we even had fun doing it. The full relaunch consists of a new tagline, three brand spots, three product focused spots, a full visual ID refresh, development of new voice and tone for the brand as well as social strategy and activations. With this campaign, we aren’t just introducing a new way to celebrate; we’re relaunching a beloved heritage brand. It’s the opportunity to re-establish Baskin-Robbins’ brand relevance in culture and as a brand that’s synonymous with celebrating every win — speed bumps and all. Check out the full write-ups featured on AdAge, The Drum or on the Inspire Brands blog itself.
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.