Marketing Currents - Business and Marketing Current Events

Baskin-Robbins Aims to Inspire Everyone to “Seize the Yay” Through Rebrand and New Campaign


Made your bed? That’s a reason to celebrate. Put on pants with actual buttons? There’s another! Legendary ice cream brand, Baskin-Robbins is celebrating the happiness ice cream brings to every moment with a refresh of the iconic brand’s logo, packaging, employee uniforms and tagline encouraging customers to “Seize the Yay” – appreciating every moment, no matter how big or small.

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Discussion Questions:

  1. What is branding?
  2. What is a rebrand?
  3. Why do you think Baskin-Robbins chose to rebrand?
  4. Why do you think they chose to reveal a new logo?
  5. What message do you think they are sending to consumers with the rebrand?
  6. What is a tagline?
  7. Why do brands sometimes use taglines as part of a marketing campaign?
  8. What is the tagline for this campaign?
  9. What is branded merchandise?
  10. Why do you think Baskin-Robbins is offering a limited-edition collection of merchandise featuring the new branding?
  11. What does it tell you about the types of merchandise being offered about who Baskin-Robbins might be targeting as part of the rebrand?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.