Spicy ‘n Spooky Flavor Launch

Baskin-Robbins

There’s an old saying when it comes to ice cream. We all scream for it. That’s never been more true than when we helped Baskin-Robbins release its new October Flavor of the Month in 2022. The flavor was called Spicy ‘n Spooky and it was a combo of a white chocolate ghost pepper flavored ice cream with spicy blood orange flakes and swirled with Baskin-Robbins’ darkest chocolate ice cream ever. And they wanted a way to introduce the flavor that turned the heat up on fall. So we launched this tongue-tingling flavor with a sound-proof scream booth that had a selfie cam where LA’s biggest ice cream fans could put their taste buds to the test with a free scoop of the flavor. We also offered free ice cream for a year to the first 31 guests.

People showed up strong with a line around the building—some super fans even camped out starting at 5 am. They sampled the flavor and screamed for ice cream in the booth, which was used to develop real-time social content to promote Spicy ‘n Spooky at its launch and all month long. The launch content was our highest-performing content for the entire year, and the flavor release and launch event garnered 575MM impressions in earned media.

Awards:
MUSE Awards — Experiential & Immersive - Launch Event — Gold
MUSE Awards— Experiential & Immersive - Live Experiences — Gold