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Baskin-Robbins x Sydney Sweeney Takeaways:
- Baskin-Robbins rolls out the "Sweet on Sydney" menu, co-created with longtime fan and actress Sydney Sweeney.
- The campaign highlights two nostalgic treats and a national ad based on Sweeney’s go-to summer order.
- Celebrity marketing helps Baskin-Robbins strengthen its brand identity through storytelling rooted in personal memories.
Sydney Sweeney’s go-to ice cream order is now a national menu.
Baskin-Robbins is teaming up with the "Euphoria" star to launch the "Sweet on Sydney" menu, a limited-time offering co-created with the actress and longtime brand loyalist.
Rolling out nationwide starting July 1, the drop includes two new items that pay tribute to the star’s nostalgic love for rainbow sherbet and gummy bears.
It comes across as a celebrity-led campaign that feels personal and nostalgic rather than performative.
"Baskin-Robbins has been part of my life for as long as I can remember,” Sweeney said in the official release.
"Rainbow Sherbet has always been a favorite, so getting to see it featured like this feels really special."
This personal connection is what drives the menu’s concept.
“Sydney’s Signature Scoop” features Rainbow Sherbet in a chocolate-dipped waffle cone, covered in rainbow sprinkles and gummi bear minis.
It's a sugary, texture-packed combination that feels made especially for repeat childhood memories.
“Sydney’s Signature Fizz,” meanwhile, turns that sherbet into a bubbly float using STARRY lemon-lime soda and gummy bear topping.
It will also be available in a collectible color-changing cup for a limited time.
“We are always looking to give our loyal Baskin-Robbins guests their favorite flavors in new and exciting ways,” said Nicole Boutwell, VP of Marketing & Culinary at Baskin-Robbins.
Boutwell ended her statement, saying the bold and fun duo is sure to be a go-to summer order.
A Sweet Sydney Treat
To bring the release to life, Sweeney stars in a new national campaign spot, which plays off her real-life ice cream habits.
It starts with Sweeney posing with her Rainbow Sherbet against a sparkly, dreamy backdrop.
"Is that Sydney Sweeney?" a customer asks the Baskin-Robbins staff.
The employee responds by saying Sydney visits their store all the time.
We then see a montage of the "Anyone But You" star visiting her local Baskin-Robbins again and again.
And she orders the same thing each time, until the staff finally turns it into an official menu item.
To sweeten the summer even more, Baskin-Robbins will also celebrate National Ice Cream Day with a weeklong offer.
From July 20 to 26, Rewards members can get $5 off any $20+ order through the BR App, in stores, or via delivery.
Our Take: Does Sydney Tie Into the Strategy?
The campaign’s strength lies in how it connects Sweeney’s personal history with Baskin-Robbins to the truth that ice cream is more than just about flavor.
It's also tied to memories, comfort, and ritual.
This emotional throughline strengthens brand identity without veering into overly polished or distant territory.
What I find especially effective here is how the campaign leans into what already exists: a celebrity with real attachment to the brand.
It’s not trying to invent chemistry, but simply giving it a platform.
Recently, HEYDUDE also enlisted Sweeney's help to bring the laid-back country vibe to a global audience.
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