Baskin-Robbins of SPC Group announced a new brand vision "I.C.E.T" on the 15th, commemorating its 40th anniversary in the domestic market.
I.C.E.T combines the first letters of Innovation, Collaboration, Environment, and Technology, representing Baskin-Robbins' four future strategies.
The goal is to create new value in various aspects, including products, customer experience, and sustainability, based on the brand heritage that has been cherished by customers for a long time, and to evolve into a brand that leads lifestyles.
Heo Hee-su, vice president of SPC Group, noted, "The brand assets, customer trust, technological capability, and cultural sensibility that Baskin-Robbins has accumulated over 40 years are competitive advantages that no one can easily acquire. On that foundation, we will evolve into a brand that can present the future of the market by adding innovative elements such as AI technologies and open innovation, transcending mere novelty."
Specifically, we will focus on innovative product development led by product planning and research and development experts. Collaboration with external partners will also be strengthened. This year, we will develop and launch low-sugar, low-calorie products utilizing alternative sugars through a partnership with Samyang Corporation.
In the institutional sector of the environment, we strive to realize a sustainable future and social value, while in terms of technology, we plan to introduce an AI-based personalized product recommendation system to provide a more sophisticated and personalized brand experience.
Baskin-Robbins plans to open a strategy store called "Cheongdam Branch" on the 16th in Dosan-daero, Gangnam-gu, Seoul, to implement its new vision.