In celebration of Baskin-Robbins’ (BR) 70th anniversary globally and its first year in the Philippines, the world’s most loved ice cream brand brought back the smiles of 31 children with cleft lip.
Called BR 31 Smiles Project, the heart-warming campaign benefited children of Operation Smile, the leading non-profit, volunteer medical services organization that provides reconstructive facial surgery for cleft lip patients.
Initiated by IceDream Inc., the exclusive local licensee of Baskin-Robbins in the country, the project was launched on October 6.
Hosted by bubbly Issa Litton, the event showed positivism and happiness through upbeat music, a welcome dance by the Philippine All Stars, ice cream-eating contest, and the launch of a new BR treat.
But guests were most delighted to meet some of the young beneficiaries of the BR 31 Smiles Project. Radiant and beaming, the children performed a fun dance number, rejoicing for their brand new smiles and renewed life.
Present during the event and rooting for kids were the solid team of Ice Dream Inc. by president Michael Dargani and vice president for marketing Nameeta Dargani.
On the other hand, Operation Smile Philippines was represented by vice chairman Anne Arcenas-Gonzales and executive director Gian Trebol.
According to Dargani, the BR 31 Smiles Project is the first of its kind worldwide. It also touched the hearts of other Baskin-Robbins licensees around the globe when IceDream presented the campaign in the recent Thailand conference.
“The Baskin-Robbins licensees who attended the recent regional conference in Thailand were deeply moved by the BR 31 Smiles Project and as a result there are plans to initiate a similar campaign in their respective countries,” he added.
Furthermore, according to Dargani, they each wanted to contribute to the cause in a personal capacity and pledged amounts right then and there, raising enough funds collectively for two more surgeries.
Congratulations to Baskin-Robbins for celebrating its two anniversaries with a cause.