Marketing
Baskin-Robbins refreshes brand for 1st time in 20 years
April 11, 2022
Baskin-Robbins has a fresh look and catch phrase thanks to the first rebrand the company has undertaken in 20 years.
The pink and brown logo has a BR and number 31 (for 31 flavors, of course) hidden inside. Its new tagline "Seize the Yay" alludes to "appreciating every moment, no matter how big or small," according to a company press release.
"For more than 75 years, Baskin-Robbins has been the destination for celebrating the moments that matter most. Our new look and manifesto recognize the extraordinary role ice cream has played in our customers' lives, along with our continued commitment to innovation and creating someone's next favorite flavor," Jerid Grandinetti, vice president of marketing and culinary, said in the release. "Small moments that spark joy often get taken for granted. We're encouraging people to pause and celebrate any moment that brings happiness with Baskin-Robbins."
To celebrate its brand refresh, Baskin-Robbins has launched limited-edition merchandise, its first line of branded merchandise for the 77-year-old ice cream brand. The merch, which is available beginning April 18, includes bicycles and skateboards.
Three new flavors of ice cream were designed for the refresh: Non-Dairy Mint Chocochunk, Ube Coconut Swirl and Totally Unwrapped, an ode to a classic candy bar.
Baskin-Robbins operates 7,700 retail shops in 52 countries worldwide.
