Baskin Robbins Malaysia: Bring the lion home

Ice-cream brand Baskin-Robbins won back brand love and grew sales in Malaysia during Chinese New Year with a multichannel campaign that used augmented reality to bring its packaging to life in the form of a traditional lion dance.

Campaign details

Brand: Baskin Robbins MalaysiaBrand owner: Golden Scoop Sdn BhdLead agency: TBWA\ Kuala LumpurContributing agency: Adticles Sdn. Bhd.Market: MalaysiaSector: Dairy products, fats, oilsMedia channels: Mobile & apps, Online video, Packaging & design, Point of purchase, in-store, Social media, Virtual & augmented reality, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

Baskin-Robbins Malaysia, established 33 years ago, had begun to lose its lustre and it desperately needed to do something that would win back people's love for its products. It faced...

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