Baskin-Robbins
As a flavor powerhouse, Baskin-Robbins needed creative that matched the level of their delicious craft. I developed flavor personas for new flavors every month and created social-first work to reach ice cream fans (and their cravings) nationwide.
~ even more flavors to come! ~
💖🌈⭐️💫
💖🌈⭐️💫
Sydney’s Signature Scoop
FLAVOR PERSONA
LOOK & FEEL
MESSAGING
Feelin’ Sweet on Sydney ✨
She’s glowing. Always chic. And effortlessly cool 💅 But right now, Sydney Sweeney’s entering her sweet treat era. And she’s got her heart (and pink spoon) set on a classic fave 👀
This summer, Baskin-Robbins is certified ✨Sweet on Sydney✨ and we’ve scooped up something special: a limited-time menu inspired by her day-one fave…Rainbow Sherbet! 🌈 Rainbow Sherbet is a vibrant trio of tart raspberry, sweet pineapple & tangy orange flavored sherbets. It’s refreshing. It’s bold. It’s giving cool girl summer vibes. And it’s our Flavor of the Month 🍊🍨🍍
Wanna order just like Syd? Try Sydney’s Signature Scoop: it’s two scoops of Rainbow Sherbet in a fancy waffle cone with rainbow sprinkles topped with gummi bear minis. Or cool off with Sydney’s Signature Fizz. It’s Rainbow Sherbet blended with Starry™ lemon lime soda, topped with gummi bear minis. Served in an exclusive color-changing collectable cup for an additional charge, while supplies last. We’re obsessed.
Go all in on feelin’ Sweet on Sydney, this summer only! 💖
⋆ .𖥔˚ Sydney gets a scoop herself⋆.˚ ᡣ𐭩
Flavor Announcement
ORGANIC SOCIAL
🐛💚🍊☀️
🐛💚🍊☀️
MESSAGING
Your summer squad just crawled in.
Summer break was all about the side quests. Sneaking Trolli® Sour Brite Crawlers into the movies, racing bikes, and saying two words to your crush. You just knew how to live it up back then. But guess what? 😏 You still do now. That’s ‘cos some sweet ‘n’ sour friends just crawled in 👀 to help you relive those epic days….
Run it back with our new candy-inspired flavor, Trolli® Sour Blast! 🍬 It's Trolli® lime flavored ice cream & orange flavored sherbet with lime flavored swirls. Get that sour rush that takes you back to sweet times 💚💫
Have it as a delish scoop, or take on our Trolli® Sour Fizz, specially blended with Starry Lemon-lime soda—a bubbly way to bounce yourself back to life. And, if you want to get messy, dig into the Trolli® Dirt ‘n Worms Sundae. Our gummiest and wormiest one yet.
Just like those long summer days, this line-up won’t last forever *sigh*. So join the crawl and scoop it all! Before they squiggle away~☀️
:15 “Summer Rush”
TV / OLV
:06 “Summer Squad”
PAID SOCIAL POSTS (META & TIKTOK)
:06 “Summer Frenzy”
Trolli Sour Blast
FLAVOR PERSONA
LOOK & FEEL
⚜️🍫💚
⚜️🍫💚
Dubai Chocolate
PAID SOCIAL POSTS (TIKTOK & META)
@baskinrobbins You made us do it 😏 Try our twist on Dubai Chocolate, with Pistachio Chocolate Bar ice cream! 🍨🍫
@baskinrobbins Are you team sundae, shake, or scoop? Can’t blame you if you’re all 🤤 Get’em at Baskin-Robbins 🤎💚
@baskinrobbins This is your sign to indulge in the new Dubai Chocolate menu 💚🤎 only at Baskin-Robbins!
Flavor Announcement
ORGANIC SOCIAL
(๑ᵔ⤙ᵔ๑)っ🍪
(๑ᵔ⤙ᵔ๑)っ🍪
M&M’s Monster Cookie
FLAVOR PERSONA
LOOK & FEEL
Flavor Announcement
ORGANIC SOCIAL
MESSAGING
It’s crunch time.
Summer isn’t over just yet. That means we gotta jam-pack every moment with rich, gooey, crunchy fun. And M&M’S® fans, you’re gonna 🧡 this. Crush our new fun-filled ice cream flavor, M&M’S® Monster Cookie!
Think oven-fresh cookies stuffed with all the goodies…but as a scrumptious scoop 👩🍳 M&M’S® Monster Cookie is brown sugar ice cream with M&M’S® MINIS milk chocolate candies, cookie dough pieces & peanut butter cookie swirls. And alas, you’ve got the everything cookie in a scoop 🍪
Sweet and salty at every bite, this flavor’s also sip-ready as a delish Milkshake. Trust, those final days at the beach and kid-free days before camp ends will need it 🫶
Grab the M&M’S® Monster Cookie while summer’s here!
Fan Reception <3
UGC
🍍🥥 🍓
🍍🥥 🍓
MESSAGING
Island sips for spring.
Finally, the sun is peeking out more. And the warmer air is calling for one thing: 🧊 frozen bevs galore 🏝️ Get on island time this spring time with our most refreshing line-up to date—the Mangonada, Strawberry Smoothie, and our newest bev, the Lava Colada! 🌋😋
A refreshing twist on the tropical Lava Flow, the Lava Colada is a dreamy blend of piña colada flavors and the fruity tang of strawberry 🍍🥥 🍓 It’s a creamy slush of your fave fruits, minus the rum. For more of a Tajin® and chamoy kick that mango lovers will dig, try the Mangonada. Or maybe you want to refresh the classic way? Get the Strawberry Smoothie, with real fruits only and no dairy.
Sit back, relax and sip these tasty thirst-quenchers away 😎
:15 “Island Hopping”
TV / OLV
:06 “Island Time”
PAID SOCIAL POSTS (META, TIKTOK, PINTEREST)
:06 “Island Life”
Refreshing Beverages
FLAVOR PERSONA
LOOK & FEEL
PAID SOCIAL // PINTEREST
🚀👾🍫☄️
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MESSAGING
Take off on a Galactic Brownie journey.
When you’re craving something deliciously out-of-worldly…it’s a cosmic sign. There’s only one treat, beyond your pantry, that’ll put an end to your search.
Brace for impact! ‘Cos our new Flavor of the Month, Galactic Brownie, just landed 🚀🍫 It’s brownie batter ice cream with brownie pieces, rainbow chips and chocolate icing swirls. Imagine scooping into the galaxy…but it’s filled with chocolatey and gooey goodies 🤤 those taste buds are for sure gonna be levitating 💫
👨🚀 And why not reuse your astronaut costume this Halloween? Bring something new but on theme to the table with the Galactic Brownie Polar Pizza®! Scrumptious and shareable, it’s got a double fudge brownie crust, topped with Galactic Brownie ice cream, M&M’S®, fudge drizzle and Halloween sprinkles 🛸✨👻
Take off on a Galactic Brownie journey, before it drifts away!
Galactic Brownie
FLAVOR PERSONA
LOOK & FEEL
Flavor Announcement
ORGANIC SOCIAL
Agency: 22Squared
ECD: Della Mathew
Senior Art Director: Ryan Bailey
Senior Copywriter: Me!
Senior Designer: Chris Thompson
Producer: Lori Lawery
Production House: Yacht Club
Director: Matt Morgan