"We started about three years ago to totally reenergize the brand," said Scott Colwell, VP-marketing, Baskin-Robbins. "That includes a complete transformation: a remodel program, a new logo design, exciting new products. We're at the point now where we are upgrading our overall marketing communication."
Making a difference
"It's a brand where you really get the sense you can make true change; you can make a difference," said Jeff McClelland, CEO, Cliff Freeman & Partners. "This is the first time as CEO I saw all [the agency's ] pistons firing, whether it was above the line, below the line -- it wasn't about what was sexy; it was about what was best for the brand."
The creative, previously handled by San Diego-based agency Vitro Roberts, will focus on the "enthusiastic dipper" and family times of joy.
Baskin-Robbins spends roughly $10 million per year, according to TNS Media Intelligence, but may increase spending this year.