Baskin-Robbins launches Men In Black 3 promotions

May 1, 2012

Baskin-Robbins, in partnership with Sony Pictures, will celebrate the release of Men In Black 3 with new frozen treats and promotions inspired by the blockbuster film franchise.

Men In Black 3 debuts on the big screen May 25.

"This is a wonderful opportunity to bring the buzz and excitement of Men In Black 3 to Baskin-Robbins guests," said John Costello, chief global marketing and innovation officer at parent company Dunkin' Brands. "This highly anticipated film is a great way to kick off the busy Baskin-Robbins summer ice cream season. We're delighted to work with Sony Pictures on this endeavor and celebrate the movie in fun and delicious ways."

New menu items

To tie into the Men In Black 3 space theme, Baskin-Robbins is offering guests the following menu items at participating shops nationwide for a limited time:

  • Pink Surprise Cake: Straight out of one of the most pivotal scenes in Men In Black 3, the Pink Surprise Cake is a triple layer ice cream cake made of Oreo Cookies 'n Cream ice cream sandwiched between two layers of Devil's Food Cake and adorned with pink frosting roses.
  • Lunar Cheesecake Flavor of the Month: Lunar Cheesecake returns to Baskin-Robbins shops as the May Flavor of the Month to celebrate the time traveling theme of Men In Black 3. Originally introduced in 1969 to commemorate the first spaceflight to land on the moon, this classic flavor features green and white cheesecake ice cream loaded with cheesecake bits and wrapped up in a crunchy graham cracker ribbon.

Baskin-Robbins also is offering three additional limited time only menu items: the Lunar Lander and Agent 31 sundaes, as well as the Triple Mocha Cappuccino Blast beverage.

  • The Lunar Lander sundae features Lunar Cheesecake ice cream topped with marshmallow, white cake pieces, graham crackers, caramel, whipped cream and a cherry.
  • The Agent 31 sundae includes chocolate fudge ice cream topped with brownie pieces, hot fudge, chocolate sprinkles, whipped cream and a cherry.
  • The Triple Mocha Cappuccino Blast is a combination of cappuccino flavor base, milk, chocolate ice cream and chocolate syrup all blended with ice and finished with whipped cream and a chocolate drizzle.

Agent 31 Instant Win Game

Additionally, Baskin-Robbins is giving guests a chance to win prizes including a trip to the Men In Black 3 World Premiere in New York City, Men In Black 3 movie tickets and Baskin-Robbins gift cards through its Agent 31 Instant Win Game. Guests can check into their local Baskin-Robbins shops all month long using either Facebook or Foursquare to earn badges and enter for the chance to instantly win prizes. Guests can begin registering to win today at

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Topics: Coffee/Bakery/Donut , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management

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