BASKIN-ROBBINS, the well-loved ice cream brand in the world, recently marks the 70th year since its birth in California in 1945 as well as its first anniversary in the Philippines this month of October (2015). And making this double celebration even more meaningful is the success of its CSR program, BR 31 Smiles Project, which provided free cleft lip reconstructive surgery to 31 children by partnering with the renowned charitable foundation Operation Smile Philippines Inc.
Why 31? The number represents the total number of ice cream flavors Baskin-Robbins has—one for every day of the month.
In line with Baskin-Robbins’ commitment to serve fun and smiles, the BR 31 Smiles Project intended to bring back the smiles of children with cleft lip and cleft palate through free reconstructive surgery using funds raised by Baskin-Robbins through various promotions at the store level and special selling events.
One of the beneficiaries whose life has been totally changed by reconstructive surgery under the BR 31 Smiles Project was Wivina ‘Vina’ Marie Maninang, 5, who was often bullied by other children in the community where she lived due to her cleft lip condition. Chosen by Operation Smile to undergo free reconstructive surgery at Sta. Ana Hospital, Vina has since become a changed person. She lacked self-esteem and used to cry a lot because other kids in the neighborhood kept teasing her about her condition. After surgery, however, she has found the courage to stand her ground and defend herself, and she has started to dream again. She dreams of becoming a professional dancer someday, and there is now no stopping her from making this dream of hers a reality.
Vina’s touching story has been immortalized in a You Tube video created by Baskin-Robbins at the start of the campaign in June this year.
Vina and her fellow BR 31 Smiles Project beneficiaries were presented during Baskin-Robbins’ BR Celebrates 70 Years of 31 Flavors anniversary celebration held at the Atrium of Greenbelt 5, Ayala Center, Makati City, last September 30, 2015.
During the event, Michael Dargani, president of IceDream Inc., which exclusively operations Baskin-Robbins in the Philippines, announced the good news that, apart from these 31 successful operations, Baskin-Robbins will be funding the reconstructive cleft palate and lip surgery of two more children. For this, he presented Operation Smile Philippines Inc.’s vice chairperson Anne Gonzales and executive director Gian Trebol with a check worth P465,000.
Dargani also announced the introduction of a delicious new line of indulgent Cookie Sundaes, which will combine premium Baskin-Robbins ice cream flavors with warm, chewy cookies and sundae toppings—now available! Ice cream lovers can create and customize their own indulgent Cookie Sundae by choosing a warm and chewy cookie, two scoops of their favorite Baskin-Robbins’ ice cream flavors, and their favorite toppings. Cookie selections are White Chunk Macadamia Cookie, Dark Chocolate Chunk Cookie, and Double Fudge Cookie; and sundae topping options include hot fudge, praline caramel sauce, candy pieces, cookie pieces, whipped cream and cherries.
Also now available are new ice cream flavors, such as Banana Split, Chocolate Overload, Butter Pecan, and Candy Stripes, which can be enjoyed in a Junior Scoop on sugar cone, in a Pint or in a Quart, and in cake form.
Two brothers-in-law who loved ice cream founded Baskin-Robbins to create an innovative ice cream shop that would become a neighborhood gathering place for families. They not only succeeded in achieving this but also in expanding the company to what it is today—a popular ice cream brand worldwide with more than 7,500 stores located in approximately 50 countries.. It continues to serve hard scoop ice cream in 31 iconic flavors and also offers custom ice cream cakes, delicious frozen beverages, ice cream sundaes and take-home frozen treats.
In the Philippines, it currently has a network of five shops located at the Central Square building at Bonifacio Global City, Greenbelt 5 and Glorietta 5 at Ayala Center-Makati, and Fairview Terraces and TriNoma Mall in Quezon City.
