Marketing

Baskin-Robbins gets 'deep' with sea creature promotion

One of Baskin-Robbins new sea creature-adorned ice cream concoctions. (Photo: Provided)

June 28, 2021

July kicks off National Ice Cream Month, and this year Baskin-Robbins is taking an ocean plunge to pay homage to the most delectable summer treat. Dubbed "Creature Creations Into the Sea," they feature a cast of nautical characters adorning its scoops, a news release said. Options include a dolphin, shark and sea turtle on cup designs, an edible white chocolate ice cream topper and some sea-inspired sprinkles. The brand is also giving customers free creature-inspired crowns with every Creature Creations purchase.

The campaign is accompanied by an LTO flavor, Beach Day, which has blue sea salt vanilla-flavored ice cream with crunchy graham cracker "sand" and milk chocolate-flavored caramel-filled candy sea turtles and frosting flecks.

Baskin-Robbins has more than 7,700 retail shops worldwide and is based in Canton, Massachusetts.