PR will support the site's relaunch as well as an e-mail to the more than one million Baskin-Robbins Birthday Club members in 2008.
BaskinRobbins.com has been restructured to be more user-friendly and to coincide with the brand's evolving and modernized look. The site was created by Baskin-Robbins interactive agency of record, Studiocom.
"Consumers have an emotional connection with Baskin-Robbins, a connection that was built on ice cream and fun beginning more than 60 years ago," said Scott Colwell, Baskin-Robbins vice president/marketing, in a statement. "Now the connection can be experienced at the new baskinrobbins.com. Ice cream lovers can interact with the brand in a new way and experience the vibrant history and product offerings in our digital neighborhood."
The Flavor Navigator provides an interactive description and colorful views of Baskin-Robbins's current ice cream flavors. In the Interactive Brand Timeline section, the 62-year-old ice cream brand illustrates how it became an American icon.
The Deep Freeze showcases the more than 1,000 flavors in the Baskin-Robbins flavor library, with some now retired. Visitors can find their favorite retired flavors here, and next year will have an opportunity to petition to bring it back to stores.
The is also a gift store with certificates available in $2 increments.
Baskin-Robbins is in the middle of a strategic store expansion and product revamp aimed at expanding the company's retail footprint by between 600 and 800 stores by 2010 and moving the brand up-market into a premium region, somewhere between mass and boutique.
One of the amenities is an in-store counter called the Sundae Station, where customers can watch sundaes being created.