Baskin-Robbins stokes Blast with decaf, sampling

Kramer, Louise
April 1999
Advertising Age;4/19/1999, Vol. 70 Issue 17, p36
Trade Publication
This article reports on the introduction of the Decaf Blast from Baskin-Robbins in April 1999. Baskin-Robbins does not want to keep its customers up at night. That is why the ice cream chain is introducing Decaf Blast, a caffeine-free version of its popular coffee slush drink Cappuccino Blast. In this regard, because many consumers are still unfamiliar with the fully loaded version, the chain will offer free Cappuccino Blast samples in 2,500 U.S. outlets. Hence, the marketer expects to give away 4.7 million 8-ounce cups of the coffee and ice cream concoction.


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