Deutsch LA Spoons With Baskin-Robbins

A pink plastic spoon as a pitchman and a new tagline make their debut in Deutsch LA’s first work for Baskin-Robbins. Two TV spots, breaking today, reposition the Glendale, Calif.-based client as a place for a snack anytime, not just on special occasions.
The pitchman/spoon is no ordinary utensil. It encourages working people to take a break from their stressful routines and enjoy a $1.99 Baskin-Robbins sundae.
In one spot, a tired executive is seen riding a subway car. “You gotta slow down, get to Baskin-Robbins,” the spoon says from a vacant seat. The man replies, “Maybe you’re right.” The spoon reminds him: “I was right about those stock tips, wasn’t I?”
A second spot stars an office worker slaving over a report. The spoon, sitting on a Rolodex, offers to finish the report for him while he takes an ice cream break. Upon his return, the spoon tells the horrified salaryman: “I think I made it a little punchier.”
A new tag, “Happiness served daily,” replaces “Where wonders never cease,” which was created by previous agency D’Arcy Masius Benton & Bowles, Los Angeles.
Two other spots will break in about two months for other Baskin-Robbins products, and radio ads will follow.
It is the first time the client’s well-known pink spoons have been used in its marketing. “The spoon is an icon indelibly connected to Baskin-Robbins,” said Mike Sheldon, general manager of Deutsch’s Marina del Rey, Calif., office. Deutsch won the estimated $25 million account last November, after a review.
Over the past few years, Baskin-Robbins has faced increased competition from other chains such as Starbucks and Noah’s Bagels.