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

Cake-A-Day Giveaway

If you’re not a quick licker at the Oreo Lick-A-Thons, try your luck with the Cake-A-Day Giveaway on Baskin-Robbins Web site. Consumers can enter by visiting www.baskinrobbins.com and filling out the entry form. Baskin-Robbins will choose a lucky winner every day from August 13, 2007 through September 30, 2007. Cake-A-Day winners will win $40 in Baskin-Robbins gift certificates which can be redeemed for a delicious ice cream cake at stores nationwide. The Cake-A-Day Giveaway is the perfect chance to try the Oreo Cookie Cake or new Fudge Crunch Cake!

1 www.technospudprojects.com