As Baskin-Robbins’ official international creative agency, we are responsible for launching new products and promotions for all markets outside the US. Our recent activity for their 'Taste of California' product required a fully integrated campaign with unique branding.
Our first task was to create a new identity for the product. This needed a visual language that would resonate in any culture and have meaning, despite being written in English. So we focussed on classic West Coast surfer culture to create a logo as sumptuous as the product itself.
Small budgets can go a long way. All the way to Los Angeles to be exact. Determined to make the film as authentic as possible, we flew to Venice Beach to capture the taste of California for real.
We created print artwork to be supplied to all markets, showcasing the range of products in all relevant formats.
To ensure every market had something to shout about, we created a range of off-the-shelf assets that could be utilised across all markets, and create a buzz in any language.
Full market adoption across