Baskin Takes the Cake With TV, Print Support

BOSTON Baskin-Robbins looks to cut off a bigger slice of the $7.3 billion take-out ice cream market with the launch of its new ice cream Cake Treats.

Serving two to eight people, the cakes are “small enough for any reason,” per new TV and print ads breaking Oct. 25.

The TV ad, via VitroRobertson in San Diego, shows a husband and wife who get a hankering for ice cream cake. The six-month-old tagline, “Who wants some ice cream?” continues. Boston’s Hill, Holliday, Connors, Cosmopulos handles media chores.

The client in Randolph, Mass., is a unit of Allied-Domecq, and last week it unveiled an online sweepstakes to promote the Cake Treats [Adweek Online, Oct. 13]. The company spends about $10 million annually on ads.

—Brandweek staff report