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31 Flavours For Every Day Of The Month
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One of the unique brand elements used by Baskin-Robbins is the number ‘31’. The number refers to 31 flavours for every day of the month, and hence its brand slogan: “what’s your flavour?”. The history behind the number dates back 57 years ago to 1953. In that year, the ice cream company decided to drop its separate brand identities of Snowbird and Burton’s to become Baskin-Robbins. In a branding strategy, an advertising agency Carson/Roberts suggested for a uniform brand identity and brand image under the name Baskin-Robbins 31 Ice Cream. Their suggestion also included incorporation of the number ‘31’ into the brand logo. Since then, the number ‘31’, together with the iconic pink spoon
have become a strong and recognisable tool in Baskin-Robbins’ brand promotion
campaigns. |
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31 In Brand Promotion |
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As mentioned earlier, 31 has become Baskin-Robbins’ brand logo. Since the first brand logo in 1953, there have been
a couple of changes. Yet, despite the changes, the number 31 is still retained
as the main focal point of the brand logo. The first brand logo had 31 in the
middle of a circle. The second had 31 in between the Baskin and Robbins words,
while the last has 31 as part of the alphabets B and R. Apart from the brand
logo, 31 is also incorporated in several Baskin-Robbins’ brand promotion
campaigns such as the 31 Cents Scoop Night, a charity event held last April to
honour America’s firefighters. Participating Baskin-Robbins stores in the United
States reduced the price of a single ice cream scoop to 31 cents each and at
some locations, customers had an opportunity to make a donation to local fire
charities. And of course, 31 is also used in Baskin-Robbins’ famous 31%
Handpacked Sale brand promotion campaign. The campaign offers 31% discount of
handpacked ice cream either by pint, quart or half-gallon on every 31st of a
month. The number is also used to introduce new products. An example would be
the Yogurt Smoothie 31, introduced last August in Malaysia.
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Brand Promotion Message Strengthening |
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The brand promotional message reached its target audience through word of mouth from their customers. It is also achieved through social networking sites such as Facebook and Twitter. For example, brand promotions on Twitter such as retweeting the #31FlavorsFriday hashtag and rewarding the first 100 retweets with a bag of Baskin-Robbins Hard Candy not only spread the word on 31 to more people, but rewarding those who retweeted created brand loyalty. 31 is also enforced to its target audience through brand promotional materials such as advertisements, flyers, point of sales materials and many more. By projecting the number across to its target audience through this method, the audience is
likely to instantly link the number to Baskin-Robbins.
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31 Creates A Strong Brand Awareness |
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| Through the brand promotion by Baskin-Robbins on the number 31, it has come to create strong brand awareness and brand association with Baskin-Robbins. Hence, the target audience are more likely to remember and buy ice cream at Baskin-Robbins, since they will tie 31 with the various flavours, promotions and many more that Baskin-Robbins has to offer. Ultimately, this leads to the increase of brand sales and the Baskin-Robbins brand becoming branded, wanted and loved.
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Disclaimer
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including but not limited to trademarks, service marks and trade names in
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disclaims propriety interest in the marks and names of others.
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