Baskin-Robbins Mixes Up 31 Below Treats With DJ Pauly D

CANTON, Mass., May 3 /PRNewswire/ -- Baskin-Robbins, America's favorite neighborhood ice cream shop, is mixing it up with DJ Pauly D this summer to launch its new 31 Below™ Creations.   Soft Serve lovers can beat the heat by spinning their own mix of creamy vanilla Soft Serve and candy toppings or by choosing from one of Baskin-Robbins' new 31 Below flavors like Peanut Butter 'N Chocolate and America's Birthday Cake.   A new online application will allow Baskin-Robbins enthusiasts to experiment with different toppings to create their ideal virtual 31 Below treat - complete with its own musical beat.  

(Logo:  http://www.newscom.com/cgi-bin/prnh/20100503/NE97472LOGO )

"31 Below is a perfect blend of soft serve and your favorite mix-ins," said Dave Nagel, Baskin-Robbins Director of Brand Excitement.  "We are excited to be partnering with DJ Pauly D to show our fans how easy it is to mix up a delicious 31 Below that shows off their taste."

Get the Party Started

Soft Serve spinners like DJ Pauly D can visit the Baskin-Robbins Facebook page to create their own 31 Below music jam by mixing a variety of ingredients each with its own tempo, harmony, accent and shout out.  Fans then have the option to share their song on Facebook and Twitter or email it to a friend.  Participating Baskin-Robbins stores will also offer free music downloads with the purchase of a 31 Below while supplies last.  Details are available on the Baskin-Robbins Facebook page.  

Baskin-Robbins lovers can also follow @BaskinRobbins on Twitter for 31 Below giveaways and become a fan on Facebook for exclusive photos and videos of DJ Pauly D.  

It's Always 31 Below at Baskin-Robbins

Baskin-Robbins delicious 31 Below consists of smooth and creamy Vanilla Soft Serve blended with candies, cookies, and toppings. Customers are encouraged to make their own or try one of Baskin-Robbins varieties, including its two newest flavors:

• America's Birthday Cake: Rainbow sprinkles, frosting and cake pieces blended with Vanilla Soft Serve -- no candles required!
• Peanut Butter 'N Chocolate: Vanilla Soft Serve swirled with peanut butter sauce and hot fudge.

Baskin-Robbins launched Soft Serve in 2008, becoming the only national ice cream chain to offer both Soft Serve and hand scooped ice cream.  With the introduction of Soft Serve, Baskin-Robbins became a one-stop destination that meets everyone's ice cream needs.

For more information visit www.baskinrobbins.com.

About Baskin-Robbins

Named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine's 31st annual Franchise 500® ranking, Baskin-Robbins is the world's largest chain of ice cream specialty shops.  Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at more than 6,000 retail shops in 33 countries.  Baskin-Robbins was founded by two ice cream enthusiasts whose passion led to the creation of more than 1,000 ice cream flavors and a wide variety of delicious treats.  Headquartered in Canton, Mass., Baskin-Robbins is part of the Dunkin' Brands, Inc. family of companies.  For further information, visit www.baskinrobbins.com.

SOURCE Baskin-Robbins

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