Baskin-Robbins Launches Little Cakes

Baskin-Robbins this week launches ice cream Cake Treats with cable TV and print ads and an online sweeps.

The Piece of Cake sweeps lets players choose their grand prize: a personal chef, trainer, or assistant. (First prize choices are lawn service, home cleaning or car care.) Players register for the instant-win sweeps, then get a pink fork—a play on Baskin-Robbins' signature pink spoon—to "scratch off" their game card. The sweeps ends Nov. 30 and can be played at Baskinrobbins.com.

The sweeps runs through Nov. 30 via WatersMolitor, Minneapolis, and ePrize, Farmington, MI. Print and cable TV breaks later this month via San Diego-based Vitro Robertson (creative) and Boston-based Hill Holiday (media-buying).

Cake Treats serve four to eight people. The new brand complements Randolph, MA-based Baskin Robbins' line of large party cakes and extends its positioning to include everyday dessert occasions.

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