CANTON, MA: Baskin-Robbins has launched a new line of frozen beverages with an extensive campaign that includes a new website, an effort to gain celebrity attention, and media outreach.
The ice cream chain is working with Schneider Associates, its AOR, on the effort.
The Bold Breezes line is the first non-ice cream product from the chain of 5,400 retail outlets, said Julie Hall, VP of Schneider's consumer group.
"PR has been a pretty important part of this," said Maria Feicht, director of brand excitement at Baskin-Robbins. "I do not think I've ever been part of such an integrated plan."
Schneider began its outreach effort with a teaser campaign last month, handing out T-shirts and other items at sorority and fraternity houses, college basketball games, and other locations.
The giveaways invited people to visit the new website, www.areyoubold.com.
Separately, the ice cream chain conducted a poll asking 1,700 people who they thought were the boldest celebrities.
Shock jock Howard Stern, whose name came up in the survey, spoke about the new product line on his radio show after being pitched by the PR team.
The Schneider crew also got some prime exposure on the March 15 edition of Today, culminating with the show's weatherman, Al Roker, sampling the new product on air.
When Bold Breezes became available in stores in the middle of this month, PR efforts shifted to print and broadcast media outreach, Hall said.