Baskin-Robbins Adds Extra Flavor to NBC Fall Primetime Schedule

Baskin-Robbins will sweeten the fall television season with a scoopful of treats in a promotional partnership that showcases NBC's fall primetime roster.

As part of the partnership, Baskin-Robbins will introduce a new sundae and four ice cream flavors that tie in with three returning and two new fall shows on NBC. The partnership will also feature an online "SWEETstakes."

"We are delighted at the opportunity to develop a lineup of treats inspired by NBC's exciting fall schedule," said Joe Adney, senior director, marketing for Baskin-Robbins. "We strive to create innovative and creative ice creams that reflect the 'flavor' of popular culture and entertainment. Partnering with America's most-watched network provided the perfect opportunity for creating treats that can be enjoyed by the entire family."

"NBC prides itself on being the leader not only in quality programming, but in innovative marketing concepts," said John Miller, co-president, The NBC Agency. "Baskin-Robbins is an excellent partner to help launch our fall season because of their own dedication to quality as well as their record of award-winning and highly creative promotions."

Baskin-Robbins will premiere its "must taste" line-up of treats in stores from September 3 through October 27 including:

• Fear Factor Sundae: Based on the hit reality series "Fear Factor," this scary sundae includes a scoop of Oreo® Cookies 'n Cream ice cream, cookie pieces, gummy spiders, and gross-you-out lime slime -- a treat not for the weak at heart!
• Will & Grace's Rocky Road of Romance: Inspired by the 'Rocky Road of Romance' faced by the characters on the hit-series "Will & Grace," this flavor features chocolate ice cream loaded with almonds and miniature marshmallows.
• Stuckey Bowled-Over Brownie: Taste buds will be bowled over with this "Ed"-inspired Chocolate Fudge ice cream loaded with fudge brownie pieces and walnuts.
• Pralines 'n American Dreams: Based on the new fall drama "American Dreams," this classic Vanilla ice cream with praline-coated pecans and "be-boppin'" caramel ribbon reflects the hopeful dreams of the early 1960s.
• Good Morning Miami Mint: Inspired by the new fall comedy "Good Morning Miami," this Mint ice cream provides a palette-pleasing pick-me-up with its wealth of chocolate chips.

Baskin-Robbins and NBC will top off this tasty deal with an online "SWEETstakes." Consumers will be able pick up a game card at their participating Baskin-Robbins and log onto AOL for a chance to win one of five prizes from NBC including:

• Behind-the-scenes live taping of "Fear Factor": Trip for two to Los Angeles including round-trip airfare, rental car and hotel accommodations, "Fear Factor" set visit and a meet-and-greet with host Joe Rogan, as well as a selection of Fear Gear merchandise
• Dance on "American Bandstand" in the new NBC drama "American Dreams": Trip for two to Los Angeles including round-trip airfare, rental car and hotel accommodations, a walk-on role on "American Dreams" fulfilled in an American Bandstand scene, and $100 gift certificate to Mel's Diner
• Bowling trip on location with the cast of "Ed": Trip for two to New Jersey including round-trip airfare, rental car and hotel accommodations, a visit to the "Ed" set, and bowling with some cast members of "Ed"
• Private tour of "Will & Grace" set, consultation with show stylist and shopping spree at Barney's: Trip for two to Los Angeles including round-trip airfare, rental car and hotel accommodations, "Will & Grace" set visit with private tour, meeting with "Will & Grace" wardrobe stylist, and a $1000 gift certificate to Barney's
• VIP trip to Miami: Trip for two to Miami including round-trip airfare, rental car and hotel accommodations, a day at a local spa for winner and guest, a $100 Restaurant gift certificate, VIP access to local nightclubs, and a tour of the NBC Miami affiliate

In addition to the above prizes, Baskin-Robbins will also award 10,000 free 4-oz. ice cream scoops and 10 ice-cream-for-a-year prizes. Everyone who enters the SWEETstakes can download a $3 off a Baskin-Robbins Freeze Frame cake and $2 off any cake coupon at the time of entry, good at participating locations.

As the world's largest chain of ice cream specialty stores, Baskin-Robbins creates and markets its innovative, high-quality premium ice cream, specialty frozen desserts and beverages in the company's approximately 4,700 retail stores around the globe. Baskin-Robbins is operated and marketed by Allied Domecq Quick Service Restaurants, which is part of U.K.-based Allied Domecq PLC. Baskin-Robbins carries on the tradition of offering spoonfuls of happiness to millions of customers every day. Baskin-Robbins stores are independently owned and operated.