Advertising Campaign Ads

In my advertising class, we were to come up with two separate advertising campaigns for Baskin Robbins. The company had been losing market share and was looking to revamp their advertising among other things. First, my group and I had to do some consumer research in order to determine what markets would be beneficial to target our advertising towards. It was a fun process from beginning to end. We ultimately decided our advertising campaign would target (1) Couples looking for a low cost alternative dating spot, where they would share conversation and mutual enjoyment of flavorful ice cream inside of Baskin Robbins and (2) A social gathering alternative for young adults (high school & college students) as opposed to just a place to pick up ice cream and go. Both advertising campaigns focused more on the atmosphere and environment of Baskin Robbins instead of only the products it serves. On the dating print, my professor did expose a mistake I made on letting people know the ad wanted them to actually date and eat the ice cream in the store and not leave with it. I learned that I could've easily fixed this mistake via small text saying something like "Have your date at" to the left of the Baskin Robbins logo. These are the two print examples I designed for our campaign: