With his brother-in-law, Burton Baskin, Irvine Robbins created what has become
the largest and best-known chain of ice-cream stores in the world, and some
of the jolliest, tastiest and most imaginatively ridiculous ice-cream
flavours. In his teens Robbins had worked in the shop connected to his
father’s dairy, and boosted sales of ice-cream cones considerably by
replacing a sign saying “three scoops of ice-cream, a slice of banana, two
kinds of toppings” with the label “Super banana treat”. His playful
marketing was central to the success of his own business.