Häagen-Dazs Global (Integrated)

NOTHING TO HIDE
An ingredient-campaign to justify the premium. Only a couture ice cream can create pure captivation.

OUR BRAND CAMPAIGN: Return to fore-play.

Many digital extensions

Retail extensions as a X’mas pop-up store in Singapore.

Description

JUSTIFYING THE PREMIUM
Cross-Pollination Of Insights From A Different Category
(This work was for the global market, not the U.S.)

PROBLEM:
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.

SOLUTION:
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.

RESULTS:
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.