Baskin Robbins
Baskin Robbins is a global chain of ice cream and cake specialty shops. The company is known for its “31 flavours” slogan, with the idea that a customer could have a different flavour every day of the month. Today, Baskin Robbins offers more than 1,000 flavours and a wide variety of ice cream cakes, frozen beverages, and other treats. Baskin-Robbins is considered a pioneer in the ice cream industry and is one of the most recognisable ice cream brands today
Baskin Robbins wanted more than just an Instagram refresh. They sought a feed that lived and breathed their brand spirit: fun, playful, and unapologetically colorful. The goal was to speak directly to their audience—families looking for treats, and Gen-Z seeking moments worth sharing—while spotlighting the ‘Flavour of the Month’ and limited-time offers. At the same time, the brand wanted to affirm its place as an industry leader, known not only for its ice cream but for experiences that feel fresh and unique.
In partnership with In2, we crafted a content plan that blended storytelling with sales activation. Each graphic and video was designed to do more than showcase a flavor—it had to spark joy at first glance. Colors popped, animations played, and promotions such as special deals were integrated seamlessly into the feed. Consistency was key: a posting rhythm calibrated to reach audiences at peak moments, keeping Baskin Robbins top of mind and driving both awareness and foot traffic.
The refresh turned Baskin Robbins’ Instagram into a feed that felt like the brand itself: inviting, dynamic, and impossible to scroll past. Customers responded in-store too—campaigns like “Double Value Deal” and “Pink Day” generated enthusiastic uptake. The result was a stronger brand presence online and off, with heightened awareness and a clearer voice in a competitive ice cream market.
Other Case Studies
