October 30, 2000

Baskin-Robbins

• Delighting consumers for nearly 55 years in the U.S., and 30 years internationally

• World’s largest chain of ice cream specialty stores

— 2,500 U.S. — 2,200 international

• In the U.S., Baskin-Robbins scoops over 150 million ice cream cones each year

• Nearly 400 million customers served annually

Baskin-Robbins Core Equities

• Variety -- What’s Your Flavor?– Signature items

• Ageless, All-Family• Heritage -- Timeless & Relevant• Fun & Spontaneous• Simple & Approachable• Quality

Baskin-Robbins: What’sYour Flavor?

• Invoke in consumers the simple, indulgent and familiar pleasures of the Baskin-Robbins experience

• From "31 Flavors" in 1945 to nearly 1,000 today...– Signature flavors– Popular "Flavor of the Month" program– Whimsical flavor names representing

popular trends

America Loves Baskin-Robbins!

• 98% Brand Awareness

• 80% Brand Purchase

(Product Q Study, 1999)

America Loves Baskin-Robbins!

• High Overall Positive Q Score Among Fast Food Category

Baskin-Robbins 43 Burger King 28

Dunkin’ Donuts 33 McDonald’s25

Wendy’s 28 Boston Market 23

(Product Q Study, 1999)

America Loves Baskin-Robbins!• #1 in Ice Cream Yogurt Category• #1 in Category in Service, Menu Variety, Cleanliness and Atmosphere

Brandscape

0 20 40 60 80

20

40

60

80

100

100

Brand Stature

Bra

nd

Str

engt

hEdy’s

Friendly’s

Ben & Jerry’sHäagen-Dazs

Breyer’s

McDonald’s

199419971999

Source: Landor Associates, 2000

New

Growing Leadership

Declining

Enchanted Mission Expose families to the magical world of Shrek through "proprietary treats" and a

uniquely themed store environment.

An Enchanted Summer at Baskin-Robbins

• Fairy tale-themed in-store experience

• Possible "First Book" non-profit tie-in

• Unique ice cream products designed to draw families into

Shrek's world

Table Tent

A Line of “Proprietary Treats”

Ice Cream

– Proprietary Flavors

– Sundae

Beverages

– Color-Changing/Interactive "Potions” and Shakes

Branded Ice Cream and Cake Creations

– Photo cake of Shrek– DecoPac/Bakery Crafts Design

Standee

Enchanted Flavors

Shrek Swirl

Dragon's Treat

Sundae &Beverages

Swamp Sundae

Enchanted Potion

Transformation Shake

UniqueCakes

Shrek Photo Cake

DecoPac/Bakery Crafts Cake

What Baskin-Robbins Can Offer

• $2 Million integrated national cable TV and radio advertising

• Line of limited-time-offer proprietary Shrek products • National in-store POP support in over 2,500 stores

– Creating 24 million impressions in promo period• Shrek featured on Baskin-Robbins website, with link to

DreamWorks website • Possible "First Book" non-profit tie-in