Released on: September 6, 2007, 1:18 pm

Press Release Author: Schneider Associates

Industry: Food & Beverage

Press Release Summary: America's Favorite Neighborhood Ice Cream Shop Adds a
Fun Twist to Community Giving with Oreo Ice Cream Lick-A-Thons


Press Release Body: CANTON, Mass. (August 13, 2007) - This year back-to-school is
not just about homework and books, it is also about ice cream and fun!
Baskin-Robbins, America's favorite neighborhood ice cream shop, is teaming up with
Oreo®, America's favorite cookie, to lick away the back-to-school blues. Together,
the delicious duo is putting the cool back into school with fun events and ten
delicious Oreo infused ice cream offerings available in participating stores
nationwide. Local stores across the country will be celebrating the back-to-school
season on September 20, 2007 with Oreo Ice Cream Lick-A-Thons, benefiting local
schools, libraries, clubs and charities. The Oreo ice cream craze does not stop in
stores as Baskin-Robbins is also giving away creamy ice cream cakes with the
Cake-A-Day Giveaway on baskinrobbins.com.

Every day more than 20.5 million Oreo cookies are consumed nationally1 and more than
750,000 scoops of ice cream are served at Baskin-Robbins stores across the country.
These two iconic brands have partnered to deliver classic and delicious ice cream
treats consumers are sure to love. Ice cream lovers can take a break during their
busy day with a new ice cream flavor, Jamoca® Oreo, or classics like Chocolate Oreo
or Oreo Cookies 'n Cream. They can also satisfy their sweet tooth with delicious new
Oreo shakes and sundaes. There is no wonder why Baskin-Robbins ice cream and Oreo
cookies are rated number one in America.

"Baskin-Robbins has put a modern twist on two classic American treats," said Scott
Colwell, Baskin-Robbins' vice president of marketing. "We are proud to bring these
iconic brands together to create the ultimate Oreo and ice cream experience."

Licking for a Good Cause
To ring in the school year, Baskin-Robbins is hosting an Oreo Ice Cream Lick-A-Thon
bonanza on September 20. Participating Baskin-Robbins locations across the country
will host Lick-A-Thons in-store to see who can lick away an Oreo ice cream cone the
quickest. Baskin-Robbins encourages consumers to take a break and participate in
the fun to become an official Lick Champion! The rules are easy - the first person
to lick the ice cream, eat the cone, and show their tongue is the winner! The
Lick-A-Thons benefit local schools, libraries, clubs and charities. As consumers
lick their ice cream cones to win the coveted title, they are also licking for a
good cause.

The speed of the ice cream licking is important, but the technique during the race
is critical. Stan Frankenthaler, executive chef for Baskin-Robbins, provides some
tips on how to properly eat an ice cream cone:

. Licking is preferred to biting the ice cream because biting could make the scoop
off-balance and cause toppling
. Keep licking the cone evenly to maintain the shape of the scoop, so as you lick,
the scoop is the same shape as it started only smaller and smaller - if you bite the
ice cream, you should lick until it is back to the original shape
. When the ice cream is level to the cone, begin to eat the cone by biting the cone
down evenly, turning the cone in a circular motion, and continuing to bite it until
it gets to a size where you can pop the last yummy bite of ice cream and cone in to
your mouth

Oreo Ice Cream Treats
Baskin-Robbins is bursting with excitement with the introduction of ice cream treats
featuring America's favorite cream filled cookie. The ten lip-smacking cookie and
cream inspired frozen treats will satisfy anyone's sweet tooth. The delicious Oreo
ice cream offerings will be available at participating Baskin-Robbins stores
nationwide August 13, 2007 through November 4, 2007.

. NEW Jamoca® Oreo® - Jamoca ice cream swirled with a fudge ribbon and Oreo cookie
pieces

. Chocolate Oreo - Milk chocolate ice cream swirled with a crackling chocolate rice
crunch ribbon and Oreo cookie pieces

. Oreo Cookies 'n Cream - Vanilla ice cream with Oreo cookie pieces

. NEW Oreo Layered Sundae - Chocolate Oreo, Oreo Cookies 'n Cream, and Jamoca Oreo
ice creams layered with hot fudge, marshmallow and crushed Oreo cookie, topped with
whipped cream and crushed Oreo cookie

. NEW Jamoca Oreo Shake - A delicious blend of Jamoca Oreo ice cream and caramel,
topped with whipped cream, caramel drizzle and crushed Oreo cookie pieces

. NEW Chocolate Oreo Shake - An irresistible blend of Chocolate Oreo ice cream and
hot fudge, topped with whipped cream, chocolate drizzle and crushed Oreo cookie
pieces

. Oreo 'n Cookies Cappuccino Blast® - Oreo Cookies 'n Cream ice cream blended with
coffee and crushed Oreo cookie pieces

. Oreo Cookie Cake - Popular 9" round cake frosted with Vanilla ice cream, drizzled
in dark dipping chocolate, with a fudge border, topped with rosettes and Oreo
cookies. Perfect fit with Oreo Cookies 'n Cream ice cream over Devil's Food cake

. NEW Irresistible Oreo Cake - 1/3 sheet cake frosted with Chocolate ice cream,
drizzled in dark dipping chocolate, with a fudge border, topped with rosettes and
chocolate dipped Oreo cookies. Perfect fit with Oreo Cookies 'n Cream ice cream over
White Sponge cake

. NEW Oreo Cookie Pie - Oreo Cookie pie crust layered in fudge and Oreo Cookies 'n
Cream ice cream, topped with fudge, rosettes and chocolate dipped Oreo cookies.
Perfect fit with Oreo Cookies 'n Cream, Chocolate Oreo or Jamoca Oreo ice creams

1 www.technospudprojects.com


Web Site: http://baskinrobbins.com

Contact Details: 2 Oliver Street
Boston Ma, 02109
zboumalhab@schneiderpr.com