Baskin-Robbins Canada has a summer campaign under way to introduce Chocolate Blast, the latest addition to its ‘blast’ line-up of ice cream drinks.
Gary Fleming, national marketing manager for B-R Canada in Toronto, says the success of the firm’s other blast products prompted the introduction of Chocolate Blast, a flavor research showed to be highly popular with consumers.
The campaign will build on B-R Canada’s reputation as this country’s ice cream store, says Fleming, reinforcing the notion no other ice cream outlet offers more variety and quality.
Chocolate Blast is made with chocolate ice cream, milk, chocolate blast syrup and ice, topped with whipped cream and dusted with cocoa. Other Blast items are Cappuccino Blast, and Paradise Blast, which comes in Strawberry Luau and Pina Colada flavors.
The national campaign broke May 13 and runs through the summer in select markets.
It comprises a 30-sec. English-language tv spot, plus radio, transit shelters, billboards, bus boards and fsis.
The billboards are being used in Western Canada, radio in Nova Scotia, transit in Montreal, with bus boards in the Western provinces, Nova Scotia and Ontario, and tv in Toronto and Edmonton.
The fsis will have national distribution in daily and community newspapers.
The tv spot comes from Highway One Communications in San Francisco.
The rest of the creative comes from Manning Associates Advertising in Toronto.
