A year after World War II finally ended, Burt Baskin and Irv Robbins opened a California-based ice cream shop where members of the community could get together and relax. Now, Baskin-Robbins Canada wants to return to those roots with spring renovations that offer a warmer, ‘mom-and-pop’ atmosphere and less of the ‘neon pink.’

‘In focus groups, people felt the environment was cold – they said it was like going into Barbie’s house,’ explains the franchise’s Toronto-based field marketing manager Julia Manning. ‘It didn’t invite people to stay in, like the old ice cream parlours that were a meeting place.’

Fifty Baskin-Robbins venues in the Toronto area will be updated with wood-grain accents, additional seating, and softer lighting, replacing the harsh, fluorescent look of old. Manning, who says stores in Edmonton, in B.C., and possibly Quebec will follow suit, believes the new ambiance will be distinctive.

‘Retailers tend to copy one another and everyone did go the fluorescent route, but our customers said they didn’t like it,’ she says, adding that Baskin-Robbins plans to double its number of Canadian locations to 300 over the next three years.

‘We’re saying Baskin-Robbins is a fun, comfortable place to sit back and reward yourself.’

With the help of Ground Control Marketing & Communication, its Toronto-based PR and promotions agency, Baskin-Robbins is mailing 100,000 pink plastic spoons to households in the vicinity of its stores, with the tagline ‘come taste the difference.’ In addition, the spoons are being handed out at local events, such as a charity climb at the CN Tower. Manning explains that the firm decided to stick with the pink spoon because it is so recognizable.

Still, most Torontonians will get their first look at the new digs on April 30, when the franchise holds its fourth annual Free Scoop Night; the promotion is endorsed by radio creative that is produced in-house. Typically 2,000 people visit each shop for ice cream that’s on the house and this year, there is also a charitable tie-in, whereby Baskin-Robbins will donate cash to the Boys & Girls Club of Canada for each free scoop. The money is being used to buy books for needy kids.

‘Free Scoop Night is a thank-you. It enables customers to see what’s happening and hopefully, they’ll come back,’ explains Manning. For instance, this year, P-O-P for a promotional tie-in with the summer flick X-Men 2 will already be up and in full view, featuring special sundaes.

The company has also hooked up with the movie Sinbad, which is scheduled for release in July. At the Toronto premiere, there are plans to have real cows on hand, in support of Baskin-Robbins’ new summer product Frosty Cow – a mixture of ice cream and pop supplied by Pepsi.

First introduced in Puerto Rico, there are five flavours of Frosty Cow, denoted by five different colour themes on P-O-P. Each bovine has a name and is from a specific geographic location: the orange cow is from California, pink is from Florida, blue is from England, black is from Puerto Rico, and the newest member, a purple bovine named Connie, is from Canada.

All of the cows wear toques and scarves, but Connie naturally dons snowshoes and carries a hockey stick umbrella as well. ‘They are great products, and kids will like them,’ says Manning. ‘We refer to ourselves as a treat destination where families have fun. Frosty Cows just fit.’

In fact, Baskin-Robbins is placing one of its biggest grassroots marketing pushes ever behind the new beverage, according to Manning, who says TV advertising wasn’t in the budget for Frosty Cows this summer, but will likely be added next year.

Among the promotional efforts is a black-and-white, mooing ‘cow car’ that will drive around Toronto streets, and a giant Guinness Book of World Records-breaking float.

Cow paraphernalia, such as fridge magnets, key chains, and plush toys that wriggle around and moo, will be dropped at various events, while a frequency card will enable guests to receive one of these gifts when they have purchased five Frosty Cows.

From a PR standpoint, Ground Control Marketing will send a photo to media, depicting real cows dressed in colorful toques, with a sign in the background declaring there are a certain number of miles to the nearest Baskin-Robbins.

It isn’t Ground Control’s first work for Baskin-Robbins. In October, the agency handled a promo that celebrated the chain’s 31st birthday in Canada. The franchise offered free cakes to charities, and seven Toronto-based radio and TV partners also handed them away to viewers or listeners. Says Tania Koster, CD of Ground Control: ‘These promotions keep the Baskin-Robbins program constantly moving forward so that they always have something going on that addresses families.’