top of page
Baskin-Robbins: Reinventing a Legacy Brand
CHALLENGE
Baskin-Robbins needed a refreshed social presence that resonated with Gen Z and millennial audiences while honoring the brand’s history.
INSIGHT
Modern dessert culture is no longer just about flavors. Today, it’s about fandom. People want bold, playful, or elegant, personality-driven brands they can form emotional connections with.
STRATEGY
I built a culture-led social blueprint rooted in flavor fandom, modern internet language, social listening insights, and real-time moment ownership. By digging into who our audience was and what they were into beyond just our brand, I could use those findings to form connective tissue making Baskin-Robbins feel more relatable, youthful, relevant, and personable.
EXECUTION
Revamped social media strategy, prioritizing a TikTok expansion and video-driven messaging
Developed a bold new brand voice by creating the brand's first social user persona.
Built content pillars rooted in identity, flavor storytelling, and humor.
Created new content workstreams for brand tentpoles and real-time/reactionary plays
RESULTS
10.6% YoY increase in digital sales
28% growth in cross-channel engagement
225,000 followers added to date, primarily Gen Z and young millennials
1.7 million TikTok likes
185 million TikTok views
AWARDS
7 Muse Clio Awards (brandwide)
bottom of page