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Baskin-Robbins scoops up brand refresh | Marketing Dive
• Baskin-Robbins today (April 11) is introducing a new logo, branding and packaging in its first major relaunch for the U.S. and Canada in nearly two decades, according to details emailed to Marketing Dive. The new theme encourages customers to appreciate life's moments through the tagline "Seize the Yay."
• To celebrate the refresh, the Inspire Brands-owned ice cream chain debuts three flavors and will launch its first line of merchandise, including clothing, hats and a bike, available online starting April 18. A creative campaign launches today with two 15-second spots depicting kids enjoying a scoop after learning to ride a bike and surviving the first day of school.
• Building on updates to the chain's logo and typeface in late 2020, the new brand refresh was designed by agency ChangeUp, while the supporting creative campaign was developed by 22squared.
Baskin-Robbins joins a growing list of brands freshening up logos and taglines so far this year. The 77-year-old ice cream purveyor, known for its "31 flavors" tagline, is shaking up its identity to focus on celebrating life's small moments, seemingly shifting to a more consumer storytelling approach rather than emphasizing its flavor count. The number 31 remains a key part of the chain's …
Baskin-Robbins undergoes major rebrand, loses 'childish' logo - Ad Age
The campaign is from <mark>22Squared</mark>, Baskin-Robbins’ creative partner since 2010.