Got Me Like - Scoops and Cakes, Got Me Like - Ice Cream C... - Baskin Robbins | Clapboard Ad Archive

Baskin Robbins' 2018 campaign Got Me Like - Scoops and Cakes, Got Me Like - Ice Cream C..., created by agency 22Squared for the United States market, centers on the brand’s Flavor of the Month, Boston Cream Pie, and uses a narrative approach that positions the product as the hero within the story, an approach that sits squarely in Clapboard’s FORMAT#5 EXEMPLARY STORY category. The campaign’s tagline Scoop it. Shake It. Cake It. succinctly encapsulates the versatility of the Boston Cream Pie flavor across different consumption modes—ice cream scoops, shakes, and cakes—inviting consumers to experience the indulgence in multiple forms. Through a carefully crafted film execution comprising three media assets, the campaign delivers a sensory-rich portrayal of the flavor’s appeal, using dynamic visuals and storytelling to evoke craving and excitement. The messaging is direct and engaging, leveraging the familiar yet distinctive flavor profile to create desire while reinforcing Baskin Robbins’ expertise in confectionery and snacks. By focusing on the product’s adaptability and deliciousness, the campaign speaks to a broad audience of dessert lovers, aiming to drive both awareness and sales through an emotive narrative rather than overt product pitching. The choice of film as a medium allows for immersive storytelling that highlights texture, flavor layers, and the joyful experience of indulgence, which aligns with the category’s need to stimulate appetite through visual and sensory cues. The campaign earns 59/100 in Clapboard’s global creative archive. Baskin Robbins and 22Squared demonstrate through this campaign that confectionery brands can deepen consumer engagement by telling compelling stories that integrate product versatility as a narrative driver, signaling a move away from purely transactional messaging toward experiential brand communication in the snacks category.