In a viral video, a Baskin Robbins balloon was seen floating through the Dubai Frame, unveiling its new logo.
“Fresh start for the new year! We have given our look a makeover and it’s looking sweeter than ever,” Baskin Robbins said via Instagram.
This is the first rebrand in 20 years for the American ice cream company.
Last year in April, Baskin Robbins had revealed its new logo, with a new tagline (Seize the Yay) and flavours.
The new update also includes packaging and employee uniforms, as well as the introduction of new merchandise.
The rebrand followed the ice cream company’s desire to “grow up.”
“Any good transformation starts with some self-refection and we heard some uncomfortable truths,” Baskin Robbins vice president of marketing and culinary Jerid Grandinetti told AdAge, an advertising and marking publication.
“They told us we were dated, that we skewed juvenile. Even though we were trusted and had great equity, they saw us as a little childish, and we weren’t known for great innovation anymore,” Grandinetti explained.
According to Jason Maceda, the president of the Inspire Brands chain, the brand did not want to reintroduce itself when it had “big things to work on.” Inspire Brands’ portfolio includes Baskin Robbins.
In UAE, Saudi Arabia, Qatar, Bahrain, Oman, Jordan, Australia, Kuwait, Galadari Ice Cream is the master franchisee for the brand.
He said: “We have had three years in a row of positive comps; we were up by 10.9 percent last year while rolling over huge numbers, and we’re still positive year-to-date.”
Baskin Robbin’s agency 22Squared also developed a campaign, whereas experience agency ChangeUp worked on the new logo and visual identity. The campaign released an advertisement called ‘Wheels’.
“The ads are rooted in honest emotion, and ‘Seize the Yay’ is a fun way to approach that,” Grandinetti said, adding that “happiness is not a lottery you win, it’s a choice you make, and the smile doesn’t have to be a happy one. It can be an empathetic smile or an appreciative smile.
“That’s a mature perspective for a mature brand,” he said.
Follow us on
