Schneider Helps Baskin-Robbins Break World Record

World’s Largest Ice Cream Sculpture Celebrates 60th Anniversary

What happens when a three-ton ice cream treat meets a 60-year-old brand?

Big Birthday Buzz!

September 13, 2005, marked the official celebration of Baskin-Robbins 60th Birthday. The 85-degree September sun couldn’t keep party goers away, including hundreds of Dunkin’ Brands, Inc., employees, local franchisees and media. Nor did it melt away the guest of honor: a 7,000+ pound vanilla scoop of ice cream.

Schneider Associates designed an innovative 60th-anniversary campaign to develop national media coverage for Baskin-Robbins. The scoop may qualify in the Largest Ice Cream Sculpture category in the Guinness Book of World Records — we’ll let you know as soon as they decide. To our guests, however, it looked like one big scoop of fun, Baskin-Robbins style.

To date, exposure in national media on TV and in print has been garnered in our major markets including Los Angeles, New York, Detroit, Phoenix, Boston, and San Diego.

Baskin-Robbins turned 60 years old by turning out hundreds of attendees, including employees, local media and franchisees at Brand Central on September 13th. The enormous treat’s cup was continuously wiped down by staff as it basked in the hot September sun.

The attempt at the World’s Largest Ice Cream Scoop marked the 60th Birthday celebration as Dunkin’ Brands, Inc. executives unveiled the large scoop.