How Baskin-Robbins is scooping up Merdeka spirit with Upin & Ipin

Baskin-Robbins Malaysia has teamed up with homegrown animated icons Upin & Ipin for a limited-time campaign aimed at driving family engagement during the Merdeka season.

Dubbed "Eksplorasi aiskrim Upin & Ipin"('Upin & Ipin ice cream adventure'), the collaboration combines exclusive co-branded menu items, themed retail environments and in-store activations inspired by the beloved twins, encouraging consumers to explore new flavours while creating shared family experiences.

Speaking to A+M, Tay Kai Wei, marketing manager at Baskin-Robbins Malaysia and Singapore, said the campaign is anchored around three key marketing objectives: winning more family occasions, strengthening the brand's local connection and turning awareness into brand preference.

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He explained that while much of Baskin-Robbins' business currently comes from individual purchases, the brand sees an opportunity to become part of family moments, whether through sharing a tub of ice cream at home or celebrating special occasions with an ice cream cake.

At the same time, the collaboration allows the global brand, which has operated in Malaysia since 1988, to connect with consumers in a way that feels locally relevant during the Merdeka period.

"Today's challenge isn't just being recognised, it's being the brand families choose when they're deciding where to create special moments together. Staying culturally relevant helps us earn that choice," Tay said.

Asked why Upin & Ipin was selected, Tay said the animated twins have become one of the few Malaysian characters to resonate across multiple generations, with many parents who grew up watching the series now introducing it to their own children.

Beyond the characters' popularity, he added that the partnership was chosen because its themes of family, friendship and togetherness closely align with Baskin-Robbins' own brand values and the role the company hopes to play in consumers' lives.

The campaign features a range of limited-edition products, including themed cups, cones, waffle bites, cakes and pint bundles. Customers can also purchase an exclusive Upin & Ipin watch through a purchase-with-purchase mechanic.

Beyond the product line-up, Baskin-Robbins is extending the collaboration into its physical stores. Selected outlets at Aman Central, AEON Mall Shah Alam and IOI City Mall Putrajaya have been transformed with Upin & Ipin-themed decorations, while mascot appearances will take place throughout the campaign.

According to Tay, the brand will measure the campaign's success through engagement metrics beyond sales. This includes tracking shares, saves and customer-generated content, as well as footfall and dwell time at the themed outlets to gauge whether families are interacting with the experience.

He added that Baskin-Robbins will also monitor longer-term brand metrics, including favourability and whether consumers increasingly associate the brand with sharing moments together.

On the growing popularity of character collaborations in the F&B sector, Tay said authenticity remains the brand's guiding principle. Rather than choosing partners based solely on popularity, Baskin-Robbins looks for collaborations that align with the audience it wants to reach, fit a genuine consumer occasion and extend beyond packaging through immersive experiences such as themed stores, exclusive merchandise and mascot appearances.

He added that the brand is also mindful not to overuse such partnerships, as limiting collaborations helps preserve their sense of novelty and anticipation.

The "Eksplorasi aiskrim Upin & Ipin" campaign is available for a limited time at participating Baskin-Robbins outlets nationwide.

The latest collaboration builds on Baskin-Robbins Malaysia's growing focus on character-led partnerships. Last year, the brand teamed up with Sanrio's Kuromi across Malaysia and Singapore, transforming selected outlets into Kuromi-themed diners while introducing limited-edition merchandise, cakes and ice cream flavours.

The campaign, which took around six months to develop, also featured edible Kuromi chocolate tags on cones and cups as part of its effort to strengthen emotional connections with younger consumers.

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