It’s true, the new Baskin Robbins  logo has done away with the childlike treatment and launched a more “grown-up” look.  The rebranding is accompanied by a new campaign titled “Seize the Yay”.

When your child gets an A on their test, or when you finish that long project, it’s time to celebrate. It is time to Seize the Yay. The new Baskin Robbins campaign taps into ice cream’s role in rewarding ourselves for achieving our goals, and not just the big ones. Sometimes in life we focus too much on the negative, failing to notice all of the little moments that make us smile. So why not take a moment to appreciate those positive experiences and celebrate that little “yay” with a trip to Baskin Robbins? The campaign conveys a happy and relaxing feeling, emphasizing the importance of joy and small victories. It is a fine message we can all carry with us in day-to-day life. So ask yourself; how have you “Seized the Yay” today?