Baskin-Robbins Tone of Voice — Fun & Variety

Tagline: "31 Flavors"

Industry: Ice Cream

Sector: Food & Beverage

How Baskin-Robbins Communicates

Baskin-Robbins built its whole identity on abundance of choice. "31 Flavors" — one for every day of the month — ties ice cream to variety, fun, and never being bored — playful, cheerful, generous. The voice is choice-rich and upbeat, selling the joy of always having something new to try.

Tone Words

Baskin-Robbins's brand voice is defined by the following tone words: Fun, Variety.

Communication Style

Language Style: Choice-rich
Sentence Type: Statement
Tense: Present
Expression: Straightforward

Baskin-Robbins Brand Story

31 Flavors promised a new flavor for every day of the month. Baskin-Robbins made variety and fun the core of the ice cream experience.

Brand Message

A flavor for every day

Brand Mission

Create moments of happiness

Brand Positioning

Core Concept: Ice Cream Variety

Central Tension: Simple vs. Variety

About Baskin-Robbins

Baskin-Robbins, Inc. is an American multinational chain of ice cream and cake specialty shops owned by Inspire Brands. Baskin-Robbins was founded in 1945 by Burt Baskin and Irv Robbins in Glendale, California. Its headquarters are in Canton, Massachusetts, and shared with sibling brand Dunkin' Donuts. It is the world's largest chain of ice cream specialty stores, with more than 7,800 locations. The company is known for its "31 flavors" slogan, with the idea that a customer could have a different flavor every day of any month. The logo includes a stylized "31" formed from the letters "B" and "R". The slogan came from the Carson-Roberts advertising agency (which later merged into Ogilvy & Mather) in 1953. The company has introduced more than 1,400 flavors since 1945, including the addition of vegan and non-dairy flavors in 2019.

Frequently Asked Questions About Baskin-Robbins

What is Baskin-Robbins's tone of voice?

Baskin-Robbins uses a fun, variety tone of voice. Their communication is choice-rich, typically using statement-style sentences in the present tense. Their tagline "31 Flavors" exemplifies this voice.

How does Baskin-Robbins communicate with customers?

31 Flavors promised a new flavor for every day of the month. Baskin-Robbins made variety and fun the core of the ice cream experience.

What is Baskin-Robbins's brand message?

Baskin-Robbins's core message: A flavor for every day Their mission: Create moments of happiness

What is Baskin-Robbins's slogan?

Baskin-Robbins's slogan is "31 Flavors". It carries their fun, variety voice.

What is Baskin-Robbins's mission?

Baskin-Robbins's mission: Create moments of happiness

What makes Baskin-Robbins's brand voice unique?

Baskin-Robbins stands out through their fun, variety communication style. Their central brand tension, "Simple vs. Variety", shapes how they communicate across the Food & Beverage sector.

What language style does Baskin-Robbins use?

Baskin-Robbins uses choice-rich language, with straightforward messaging, in statement-style sentences, using the present tense.