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Baskin-Robbins gets "Bold".

Baskin-Robbins has launched "Are You Bold?," an integrated marketing campaign to support the nationwide launch of its new Bold Breezes ice-blended beverage. The marketing effort includes an extensive broadcast and print advertising campaign, public relations program, and a new look for the Baskin-Robbins web site. The beverages are being positioned as a fruit-flavored alternative to dairy-based or caffeinated drinks "that can be enjoyed any time of the day as a refreshing pick-me-up." Nevertheless, this being Baskin-Robbins, consumers are offered the opportunity to transform the beverage into "a smooth and creamy treat" by adding Baskin-Robbins premium non-fat vanilla frozen yogurt and/or a banana to their purchases. Bold Breezes are available in three distinctive flavors: Strawberry Citrus, Wild Mango and Kiwi, with a suggested retail price ranging from $2.99 to $3.99, with an additional charge of 50 cents per each customization.

The campaign actually began in February with what the company describes as a grassroots "Are You Bold?" teaser campaign aimed at setting the stage for the official March 14 launch. Baskin-Robbins continues the online campaign by engaging consumers in an online contest that offers consumers "a chance to make bold dreams a reality." Baskin-Robbins created an "Are You Bold?" website (www.AreYouBold.com) that provided consumers with music downloads, an opportunity to "Get Bold" by uploading pictures of bold acts to the web site, as well as a chance to enter the "Are You Bold?" online sweepstakes for a chance to win $2,500.

During the pre-launch teaser campaign, T-shirts, mood cups, temporary tattoos, and disposable cameras with an "Are You Bold" bar code icon were distributed at Mardi Gras, hotels, colleges, clubs, spring break locales and sporting events. In addition, NMA Entertainment & Marketing in Los Angeles managed a "celebrity seeding effort," providing "bold gear to hot celebrities," including Eva Longoria, star of "Desperate Housewives." In addition, AreYouBold.com banner advertising ran from February 8, 2005 to March 14 on a variety of entertainment, music, technology, games and humor web sites that are highly trafficked by early adopters and trendsetters.

On March 14, 2005 the AreYouBold.com web site was linked to the new Baskin-Robbins website to support the launch of Baskin-Robbins Bold Breezes. The new Baskin-Robbins web site will feature engaging promotions, downloadable product nutritional information, and Baskin-Robbins history. In addition, the new website, designed by MaintainNet, will feature "vibrant and fun colors, animation and music."

The Are You Bold online contest, which runs April 18, invites participants to submit an essay of 150 words or less and a photo (not required) explaining how they hope to make their bold dream a reality. A "bold and esteemed" panel of industry judges will select 31 semi-finalists on April 20, which will be narrowed down to three finalists on April 29. The three finalists will subsequently be posted on www.baskinrobbins.com. Beginning May 9, visitors to the company website will be invited to cast their votes for the "boldest, most daring and most deserving bold grand prize winner," who will be named on May 18.

Baskin-Robbins will support the ongoing launch of Bold Breezes with an extensive national advertising campaign, begun on March 14, with a new brand tagline: "Are You Bold?" The new broadcast and print advertising campaign will appear in major lifestyle magazines, national cable outlets and billboards.

In addition, Baskin-Robbins is generating consumer and media awareness of the "Are You Bold?" Bold Breezes campaign through a multi-layered public relations initiative. This includes bold guerrilla marketing, photo opportunities, bold media teasers, and a bold survey that uncovered interesting insights into what the Baskin-Robbins bold taste revolution is all about, as well as general perceptions of bold celebrities, newsmakers and sports.

Maria Feicht, Director of Brand Excitement for Baskin-Robbins, explained: "The 'Are You Bold?' Bold Breezes launch campaign has invigorated the Baskin-Robbins brand both internally and externally. This highly integrated launch campaign is a testament to our marketing agencies and brand team coming together to create a multi-layered program to generate excitement and participation in the 'Are You Bold?' initiative that seamlessly transitions into the Bold Breezes new product launch."
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Publication:Ice Cream Reporter
Date:Mar 20, 2005
Words:683
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