Last year international ice cream favorite Baskin Robbins expanded its presence in South Asia with the launch of its first shop in Pakistan. Through a licensing agreement with AHG Flavours, the brand plans to launch thirty-four locations across the country.
To get the word out, Ogilvy & Mather was appointed to build brand awareness with consumers. Branding in Asia recently spoke with Ogilvy GM Muzakir Ijaz about their campaign strategy for introducing Baskin Robbins to a new audience in Asia.
Baskin Robbins launched with the promise of a year’s free ice cream to its customers and hundreds of people rushed to the stores for their dose of happiness. Even though the offer was extended to the first hundred customers, ice cream lovers have continued to come back for more regardless of the winter season leading to highest ever sales around the world.
Success is measured by the amount of happiness Baskin Robbins has been able to spread in the lives of our consumers which is reflected through overwhelming feedback. On a more empirical scale, we saw stores packed and queues stretching out the door. Most flavors were sold out within the first half an hour, given their popularity.
Our digital presence was the driving force for the launch. Celebrities, socialites and ice cream lovers were invited to a launch event.
Baskin Robbins challenged the perception of seasonality for ice cream consumption in Pakistan. It was believed that customers don’t consume ice cream in winter however the response to our brand has proven otherwise.
The hype on Facebook and Instagram helped to create awareness, paired with our out of home channels (digital streamers and billboards) and radio spots, we captured consumer’s attention during the launch period and successfully redirected everyone towards the store.
We have managed to form a space for ourselves with a large following of loyal customers. Rain or shine, consumers line up to get the taste of Baskin. One consumer posted on digital, stating his experience and ice cream as “the best they have ever had”.
Baskin Robbins challenged the perception of seasonality for ice cream consumption in Pakistan. It was believed that customers don’t consume ice cream in winter however the response to our brand has proven otherwise. With our taste, variety and hospitality we have established ourselves as the ice cream for all times.
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