Baskin-Robbins is putting cartoons to work in its new summer ad campaign. A new character, Humphrey Hound, will be introduced this month to promote the ice-cream brand's June flavor, Baseball Nut. No, that's really what they called it. They're rolling out four more characters, presumably with alliterative names, at intervals throughout the rest of the year. They're also moving into supermarkets in the U.K., specifically the Morrisons chain, which marks B-R's first major offensive against entrenched supermarket standards like Häagen-Dazs. It's a little early for serious predictions of how well the new cartoon mascots will perform, but B-R sure picked a good summer to work on their brand visibility. Baltimore feels like the surface of Venus these days, and I don't think the rest of the East Coast has been much cooler. As long as Humphrey and pals aren't too corny, they should do all right. Baskin needs to get some more movie placement, though. They can't coast on Shrek 2 forever.
—Posted by David Kiefaber