Baskin-Robbins promotes Freestyle Scoop
By Adnews Staff
Ice cream chain Baskin-Robbins has retained Segal Communications of Toronto to conduct the launch of a new product called the Freestyle Scoop. The product consists of ice cream in a chocolate-dipped waffle cone with whipped cream and a cherry. The launch campaign, which is aimed primarily at teenagers, consists of cinema and online advertising tied to an online contest at <http://www.freestylescoop.com>. The grand prize in the contest is a trip to a music award show in Los Angeles. The contest will run until Sept. 30. “Our focus for this launch was to target a younger demographic and offer them something bigger and better from Baskin-Robbins,” said Louise Malhotra, account director at Segal. “Along with new artwork and advertising, we created a personality for this product, something that would be appealing to our target group.”