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BOSTON In an effort to rejuvenate its brand, ice-cream chain Baskin-Robbins unveils its new tagline, “Are you bold?” the client said this week.
A campaign by MDC Partners’ VitroRobertson will support several new products, kicking off with Bold Breezes, the first non-ice cream-based beverage in the company’s 60-year history.
The ice-blended beverages (in kiwi, strawberry, citrus and wild mango flavors) will be touted via the San Diego agency as part of Baskin-Robbins’ estimated $12 million 2005 ad spend.
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