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Marketing Strategies of Baskin-Robbins: The Joy of 31

Marketing Strategies of Baskin-Robbins: The Joy of 31
Marketing Strategies of Baskin-Robbins

Indulge your taste buds in a delightful journey of frozen delights, as we dive into the captivating world of Baskin-Robbins, a true ice cream empire. With a rich history and an insatiable passion for innovation, this America-based quick service restaurant (QSR) chain has captured the hearts of ice cream enthusiasts worldwide.

Since its inception, Baskin-Robbins has stood tall as the pioneer of the “31 flavors” concept, proudly boasting a diverse array of delectable creations that transcend the boundaries of imagination. Each day of the month is embodied by a distinct flavor, ensuring an exciting adventure for every palate that steps through its welcoming doors.

Numbers speak volumes about this ice cream giant’s unparalleled success. In the year 2019 alone, Baskin-Robbins raked in a staggering 48.13 million U.S. dollars in revenue within the United States. And let’s not forget its international locations, which contributed a remarkable 112.38 million dollars to the brand’s global triumph. With consistent sales figures over the past four years, Baskin-Robbins has solidified its position as an unrivaled force in the frozen treat industry.

But it’s not just the numbers that make Baskin-Robbins shine; it’s the brand’s commitment to innovation and the remarkable achievements that truly set it apart. In honor of the 1980 Winter Olympics held in the United States, Baskin-Robbins introduced the iconic Gold Medal Ribbon flavor, captivating taste buds with its winning combination of creamy vanilla, luscious caramel, and rich chocolate.

Baskin-Robbins has etched its name in history, making waves in the Guinness Book of World Records. On May 18, 2000, the brand achieved the awe-inspiring feat of creating the “World’s largest ice cream scoop pyramid”, boasting a mind-boggling 3,100 scoops of ice cream. A towering testament to their unparalleled creativity and commitment to pushing the boundaries of what’s possible.

Behind the scenes, Baskin-Robbins’ resounding success can be attributed to its ingenious marketing strategies. By constantly reinventing its offerings, introducing limited-time flavors, and collaborating with popular brands, Baskin-Robbins remains at the forefront of the ice cream market. Its ability to capture the essence of special occasions and translate them into delectable frozen creations has secured its place in the hearts and freezers of millions.

Baskin-Robbins – Target Audience
Baskin-Robbins – Marketing Mix
Baskin-Robbins – Marketing Campaigns
Baskin-Robbins – Marketing Strategies

Baskin-Robbins – Target Audience

Baskin-Robbins, the ice cream giant, captivates a diverse target audience with its irresistible frozen treats. Their primary focus is on millennials and Gen Z, who crave unique experiences. Over 45% of their clientele falls within these age groups. With a global presence of 7,900 stores in 54 countries, Baskin-Robbins caters to urban and suburban areas alike. They offer a tantalizing range of 31 flavors, ensuring there’s something for every taste bud. Their seasonal specialties and collaborations add an element of excitement for their loyal fans.

Baskin-Robbins – Marketing Mix

This legendary ice cream brand has mastered the art of captivating consumers with its tantalizing products, ingenious pricing scheme, and strategic placement. Brace yourself for an in-depth exploration of their winning formula!


Baskin-Robbins is renowned for its 31 flavors, and a mesmerizing array of frozen delights that cater to every taste bud. From classic favorites like Chocolate Chip Cookie Dough and Mint Chocolate Chip to innovative creations like Cotton Candy and Oreo Cheesecake, they have ice cream for every craving. But their offerings don’t stop there! They also boast an impressive lineup of frozen beverages, cakes, and sundaes, adding an extra layer of indulgence to their collection.

Baskin-Robbins "Celebrate 31"


Baskin-Robbins has devised a clever scheme that strikes the perfect balance between value and quality. Their pricing strategy revolves around offering various portion sizes, allowing customers to choose according to their budget and appetite. For instance, they offer single scoops, double scoops, and even pint-sized containers for those seeking a personal frozen indulgence. This flexible pricing scheme caters to a wide range of consumers, ensuring that everyone can experience the joy of Baskin-Robbins without breaking the bank.

Baskin-Robbins - Single Scoop, Double Scoop, and Pint
Baskin-Robbins - Single Scoop, Double Scoop, and Pint 


Baskin-Robbins has a strong presence both domestically and internationally, with a staggering number of stores worldwide. In the United States alone, they have more than 2,500 locations, ensuring that no ice cream enthusiast is left wanting. They have also expanded their reach to 54 countries, tantalizing taste buds across the globe. Their strategic placement in high-traffic areas such as shopping malls, entertainment districts, and tourist hotspots ensures maximum visibility and accessibility for their target audience.


Baskin-Robbins employs a diverse and captivating promotion mix to entice ice cream lovers. They utilize traditional advertising channels such as TV, radio, and print media, creating a sense of urgency and desire. Embracing the digital realm, they engage with customers through vibrant social media posts and interactive campaigns. Strategic partnerships with popular brands and influencers help expand their reach and attract new customers. In-store marketing creates an immersive experience with enticing displays and signage. Their customer loyalty program rewards devoted fans. Through this comprehensive approach, Baskin-Robbins ensures their delectable treats remain at the forefront of customers’ minds.

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Baskin-Robbins – Marketing Campaigns

Prepare to be dazzled by the top marketing campaigns of Baskin-Robbins, where creativity and indulgence collide in a burst of frozen delight. Let’s dive into the most engaging and memorable campaigns that have left ice cream enthusiasts craving for more.

One standout campaign is the Flavor of the Month promotion. Each month, Baskin-Robbins unveils a unique and limited-edition flavor, creating anticipation and excitement among their loyal fans. This campaign not only drives repeat visits but also sparks conversations and social media buzz as customers eagerly share their experiences and thoughts on the new flavor sensation.

Baskin-Robbins - Flavor of the Month Campaign
Baskin-Robbins - Flavor of the Month Campaign

Another notable campaign is their collaboration with popular franchises and brands. Baskin-Robbins has partnered with renowned names such as Oreo, Dunkin’ Donuts, and Hershey’s to create exclusive flavors that combine their signature treats with Baskin-Robbins’ ice cream expertise. These partnerships tap into the fan bases of these brands, attracting new customers and creating a sense of novelty and innovation.

Baskin-Robbins with OREO, Dunkin' Donuts, and Hershey's
Baskin-Robbins with OREO, Dunkin' Donuts, and Hershey's

Baskin-Robbins also knows how to celebrate special occasions with style. They launch seasonal campaigns during holidays like Halloween and Christmas, offering limited-time flavors and festive treats.

Baskin-Robbins Halloween Campaign
Baskin-Robbins Halloween Campaign

These campaigns add an extra layer of excitement and create a sense of urgency to indulge in the seasonal delights.

Baskin-Robbins – Marketing Strategies

Indulge your senses as we unravel the top marketing strategies that have propelled Baskin-Robbins to the pinnacle of the ice cream industry. With a tantalizing array of flavors and a commitment to innovation, this legendary brand has captivated the hearts and taste buds of millions. Prepare to be inspired by the ingenious marketing strategies that have set them apart from the competition.

Flavor Innovation

Baskin-Robbins continuously pushes the boundaries of flavor creation, introducing unique and exciting combinations to keep customers returning for more. With a great 1,000+ flavors in their collection, they constantly surprise and delight their customers. Take, for example, their Pralines ‘n’ Cream flavor, a masterful blend of creamy vanilla ice cream and crunchy praline pecans that has become a beloved classic.

Baskin-Robbins Praline 'N Cream Flavor
Baskin-Robbins Praline 'N Cream Flavor

Limited Edition Releases

Baskin-Robbins harnesses the power of exclusivity by launching limited-edition flavors and promotions. These time-limited offerings create a sense of urgency and FOMO (Fear of Missing Out) among customers. Their collaboration with the iconic candy brand, M&M’s, resulted in the creation of a limited-edition “M&M’s Cookies and Cream” flavor, which generated tremendous buzz and drove traffic to their stores.

Seasonal Celebrations

Baskin-Robbins capitalizes on holidays and special occasions by introducing seasonal flavors and promotions. For instance, during Halloween, they offer spooky-themed treats like Trick Oreo Treat ice cream, complete with cookie crumbs and gummy worms. These limited-time offerings create excitement, engage customers, and drive sales during festive periods.

Strategic Partnerships

Baskin-Robbins has formed partnerships with popular brands to create co-branded flavors that appeal to a broader audience. By collaborating with brands like Oreo and Dunkin’ Donuts, they tap into the fan bases of these well-established names, expanding their reach and attracting new customers. The “Oreo Milk ‘n’ Cereal” flavor, blending Oreo cookies and cereal milk ice cream, is a delectable result of their successful partnership.

Social Media Engagement

Baskin-Robbins leverages social media platforms to connect with their customers on a personal level. They run interactive campaigns, contests, and giveaways that encourage user-generated content and foster a sense of community. Their #BaskinRobbinsChallenge, where customers share creative ice cream concoctions, has gone viral, generating millions of impressions and boosting brand awareness.

In-Store Experience

Baskin-Robbins creates a delightful in-store atmosphere to enhance the customer experience. Vibrant signage, colorful displays, and engaging visual merchandising entice customers and encourage impulse purchases. By immersing customers in a world of frozen indulgence, Baskin-Robbins ensures a memorable and enjoyable visit.

Customer Loyalty Program

Baskin-Robbins rewards customer loyalty through its Club 31 program. Members enjoy exclusive perks, such as personalized offers, birthday rewards, and early access to new flavors. This loyalty program not only encourages repeat visits but also strengthens the emotional connection between the brand and its customers.

Baskin-Robbins - Club 31 Program
Baskin-Robbins - Club 31 Program

Community Involvement

Baskin-Robbins actively participates in community initiatives and local events, fostering goodwill and building strong relationships with its target audience. They sponsor local sports teams, organize charity fundraisers, and engage in cause-related marketing campaigns. By giving back to the community, they create a positive brand image and connect with customers on a deeper level.

Baskin-Robbins - Joy in Childhood Foundation
Baskin-Robbins - Joy in Childhood Foundation

Digital Innovation

Baskin-Robbins embraces technology to enhance the customer experience. They have a user-friendly mobile app that allows customers to locate nearby stores, view flavors, and even place orders for pickup. This digital convenience caters to the growing demand for seamless and personalized experiences.

Baskin-Robbins - User-friendly Mobile App
Baskin-Robbins - User-friendly Mobile App

In a world filled with fierce competition, Baskin-Robbins stands tall as a shining example of effective marketing strategies. Marketers and start-ups can learn valuable lessons from their success. Embrace creativity, surprise and delight your audience, leverage strategic collaborations, harness the power of social media, and connect with your community. By applying these principles, you can carve your own path to success. So, fellow marketers and entrepreneurs, take a scoop of inspiration from Baskin-Robbins and embark on your own flavorful marketing journey to captivate hearts and taste buds alike!


What is the target audience of Baskin-Robbins?

Baskin-Robbins, the ice cream giant, captivates a diverse target audience with its irresistible frozen treats. Their primary focus is on millennials and Gen Z, who crave unique experiences. Over 45% of their clientele falls within these age groups.

How many flavors of ice cream does Baskin-Robbins offer?

Baskin-Robins offers a tantalizing range of 31 flavors, ensuring there’s something for every taste bud.

What are the marketing strategies employed by Baskin-Robbins?

Below are the marketing strategies employed by Baskin-Robbins -

  • Flavor Innovation
  • Limited Edition Releases
  • Seasonal Celebrations
  • Strategic Partnerships
  • In-Store Experience
  • Customer Loyalty Program
  • Community Involvement
  • Digital Innovation

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