CANTON, Mass. (June 3, 2010)Baskin-Robbins this week unveiled a new, multi-million dollar animated advertising campaign that highlights the brand’s position as the leader in ice cream flavors by focusing on how interacting with Baskin-Robbins products brings out the best in everyone.
Created by Baskin-Robbins new agency of record, Atlanta-based 22squared and executed by world-class animation studio Nathan Love, the platform debuts a series of whimsical, animated characters who are shy and reserved - until the iconic Baskin-Robbins Pink Spoon catches their attention and brings them out of their shells. The ads will stress the company’s primary mission to provide a full range of quality ice cream and cake products in a fun and inviting environment.
The first animated spot kicks off the beginning of summer with the introduction of “Humphrey Hound,” a lackadaisical dog who springs to life when tempted with the Baskin-Robbins June Flavor of the Month, Baseball Nut ice cream.
According to Dave Nagel, Director of Brand Excitement for Baskin-Robbins, the themes in the new campaign showcase the universal appeal of Baskin-Robbins ice cream and the enthusiasm it elicits from even the shyest of characters. “With over 1,000 choices in our flavor library, we know there is at least one bound to bring out the joy and excitement in each of us. As our founder Irv Robbins used to say, ‘not everyone likes all our flavors, but each flavor is someone's favorite.’”
“We’re focusing on what Baskin-Robbins is all about – unique and exciting flavors,” said Curt Mueller, Associate Creative Director of 22squared. “By tapping Nathan Love for the animation, we’ve created a national spot that resonates with a wide and diverse audience.”
Humphrey the Hound is the first in a series of five animated spots set to run throughout the remainder of 2010. It will run nationally, beginning in June. W F of R Inc. is charged with the national advertising buy.
About Baskin-Robbins
Named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’s 31st annual Franchise 500® ranking, Baskin-Robbins is the world’s largest chain of ice cream specialty shops. Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at more than 6,000 retail shops in 33 countries. Baskin-Robbins was founded by two ice cream enthusiasts whose passion led to the creation of more than 1,000 ice cream flavors and a wide variety of delicious treats. Headquartered in Canton, Mass., Baskin-Robbins is part of the Dunkin’ Brands, Inc. family of companies. For further information, visit
About 22squared
22squared, one of the largest independent advertising agencies in the U.S., provides strategic marketing and creative services across multiple industries. Believing today’s consumer is far more influenced by what a brand does than what it says, the agency applies its proprietary brand advocacy model to assess the relationship between brands and consumers and determine actions to optimize it. With this intelligence, 22squared develops marketing and advertising that motivates consumers to advocate on behalf of the brand more often. Clients include Buffalo Wild Wings Grill & Bar, First Tennessee Bank, Florida's Natural Growers, Marriott International, Orlando Convention and Visitors Bureau, Publix Super Markets,, Lincoln Financial Group, Shoe Carnival, and Southeast Toyota Distributors. 22squared is located in Atlanta, GA and Tampa, FL. To learn more about 22squared and its thinking, visit


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