JUSTIFYING THE PREMIUM
Cross-Pollination Of Insights From A Different Category
(This work was for the global market, not the U.S.)
Millennials did not know what made Häagen Dazs so special. The brand’s communications had become ordinary and were over-shattered by conventional bite and smile advertising. Meanwhile, other ice cream brands were gaining ground.
An audience analysis identified fashion as a core passion point for her. Considering the quality of ingredients and art of making, we realized that Häagen Dazs had more in common with a high-end fashion house than with other ice cream companies. Reframing our brand to “Couture Ice Cream” allowed us to elevate Häagen Dazs from the category (unprecedented!) in a way our audience actually cared about.
Consequently, we gave rise to “The House Of Häagen Dazs". This fashion-inspired multi-platform experience had vast social extensions conveying the feeling of luxury, craftsmanship and exquisite ingredients in a way, previously unseen for ice cream.
The fully integrated campaign was executed in TV, digital, print, and retail. We developed a series of online videos, redesigned websites and brought it to life in social. We also used celebrities such as Bradley Cooper.
In 2013, sales were up in key markets: China +15%, Europe +6% and Japan +5%. 2014 is supposed to be even better. Results will come soon.