Problem How can Baskin Robbins generate buzz for the new Sundae Shake? Solution By concentrating ads near popular local events. Background Baskin Robbins was launching a new product “Sundae Shake” that combined a milkshake with a sundae. How do you say “have your cake and eat it too” without saying that, to an audience that thinks drinking plants is cool? Objective At the start of summer, Sundae Shakes were put on display in every store. The objectives were to make millennial’s not only aware of it, but more interested is this drink combo than the kale carrot smoothie they see every model on Instagram drink. Strategy In the summer, Atlanta has a music fest almost every weekend, and the main way people get to these fest is MARTA (transit system in Atlanta). We selected stations

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