Sweet Screens Ahead: Baskin Robbins Launches Toffee Flavor in UAE via Digital Billboards
Baskin Robbins has returned to the digital out-of-home (DOOH) scene in the UAE with a flavorful new campaign promoting its latest ice cream sensation—Toffee. Released during the first week of May 2025, the campaign is making a sweet impact across Sharjah, with wide distribution on vibrant digital screens throughout the city. Known for its creative and crave-worthy flavor launches, Baskin Robbins builds on the success of its February 2025 Dubai Chocolate Edition campaign by introducing this rich, indulgent Toffee flavor to its lineup. With eye-catching visuals and strategic placements, the brand continues to stir excitement among ice cream lovers across the Emirates.
Baskin Robbins’ latest DOOH campaign in Sharjah introduces the all-new “Ultimate Toffee Treat” with a visually rich and appetizing display across multiple digital billboards. The campaign showcases the new flavor served in various formats—cones, cups, takeaway tubs, and indulgent ice cream cakes—offering customers a versatile and tempting experience. The visuals highlight each product with mouthwatering close-ups, emphasizing texture and richness.
The dominant color palette includes deep toffee browns and warm caramel tones, set against dark, moody backgrounds to enhance the product’s appeal and convey indulgence and luxury. According to advertising color psychology, brown evokes feelings of warmth, comfort, and dependability—perfect for promoting a flavor rooted in sweetness and nostalgia. The prominent campaign slogan, “Ultimate Toffee Treat,” appears alongside both English and Arabic text, bridging cultural appeal and maximizing regional reach. The iconic Baskin-Robbins logo takes center position, reinforcing brand recognition, while the phrase “New, the original way,” adds a traditional flair to the new launch. The layout is clean yet visually bold, focusing on product hero shots that capture attention and spark cravings.
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