featured in:
Adweek • Ad Age • The Business Wire
Muse Creative Awards Winner
Happiness isn’t a lottery you win. It’s a choice you make.
rebranding • tone of voice • campaign ideation • social • copywriting • scriptwriting • production
Baskin-Robbins was due its first rebrand in twenty years. It’s been the ‘happy’ brand for decades. But ‘happy’ falls flat against the backdrop of modernity.
So we gave it a new personality. One that recognizes life is messy, but happiness is a choice you make in the midst of it.
seize the yay.
A NEW TAGLINE + PLATFORM
Some people think happiness is elusive.
That all you can do is sit back and hope it comes to you.
Well, they don’t see what we see.
The launch campaign.
We made a series of spots about all the small reasons to celebrate,
introducing the new brand identity to the world.
A new social tone-of-voice.
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We don’t ignore the bad; we embrace it, then get creative with finding the good in spite of it. That means our brand of ‘happy’ is rooted in an unexpected cleverness and playfulness, not in empty, ‘girl boss’ affirmation.
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We aren’t afraid to poke fun at life’s ridiculousness, but we’re careful not to cross over into sarcasm. Our aim is to bring people together, not divide them. We don’t end our jokes in an eye roll.
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We’re colloquial, but it shouldn’t sound like we’re using Urban Dictionary as a thesaurus. Memes and trends are welcome, but only when we have something unique to say with them.
think: comedian Nicole Byer (but more PG)…
And it caught on…
In the press…
Ad Age
Adweek
The Drum
Marketing Dive
Business Wire
ECD
Della Matthew
AD/ACD
Lucy Orr / Evan Chiplock
Agency
22squared
CD
Rocio Alvarado