Baskin-Robbins is indeed going soft in big way. The biggest brand of hard ice cream did start targeting softy fans sometime back but now they are determined to do it more aggressively. They are rolling out new television campaign and show the world 31 ‘ways to deliver’ soft ice cream.

Baskin-Robbins is known for its 31 varieties of hard ice cream flavors. Now they intend to enter soft ice cream market in a big way and market 31 varieties of soft ice cream too. The ad simply shows a typical soft ice cream white truck and kids blasting, spraying colors on it and tagline says “Don’t be so Vanilla”. The varieties they offer are not just different flavors and colors; they have magic ones too like the ice cream that will change color when one licks it!

It is a good teasing campaign. There is indeed dearth of varieties of soft ice creams. With this advertising campaign Baskin-Robbins is focusing on the X-factor of their brand which is variety of flavors.

Via Brandweek