SPC Baskin-Robbins Launches Online Marketing for 'Mystery Pink'

[Asia Economy Reporter Moon Hyewon] SPC Group's Baskin-Robbins announced on the 7th that it will carry out an online marketing campaign called ‘Mystery Pink’ to promote the March flavor of the month, ‘Oreo Cookie and Strawberry.’

First, a digital ad series titled ‘Now at B-R’ with the theme ‘The suspicious meeting of Oreo, strawberry, and the Pink Panther’ was released on the official YouTube and SNS channels. The video features popular actress Park Jihoo, who played the role of Nam Onjo in the Netflix hit ‘All of Us Are Dead,’ as the model.

The advertisement was produced as a total of six episodes. Starting with the teaser for ‘Now at B-R,’ it continues with the flavor of the month episode, shake episode, dessert episode, cake episode, and delivery episode, which can be viewed through online channels including YouTube and Instagram.

Baskin-Robbins also collaborated with ‘Banggu-seok Research Lab’ to release the ‘Mystery Mission Test’ based on the MBTI test on the afternoon of the same day. The test consists of 12 questions set in a scenario of finding an ice cream recipe that makes you happy when eaten. After completing the test, a comprehensive analysis reveals a total of 16 personality types along with a matching Pink Panther image, and recommends the flavor of the month product and ice cream accordingly.

An Instagram certification event will also be held for test participants until the 20th of this month.

This content was produced with the assistance of AI translation services.