Häagen-Dazs: An ice cream like no other needs marketing like no other

EUROPE

How to launch a great ice cream on new markets and make it cool for the Instagram generation

Client: Maresi Foodbroker / Häagen-Dazs
Markets: Europe

Take an iconic American brand and launch it, for the first time, on new markets in Europe.
Häagen-Dazs have been making ice cream like no other since 1960. Reuben Mattus’ vision was to make the most extraordinary ice cream the world has ever tasted, a spoonful of luxury to escape the everyday. And to get there he only used the highest quality, carefully selected ingredients. As Reuben said, ‘If you’re like everyone else, you’re lost’. So we make an ice cream like no other – the best that best can be.
We have been working with this brand since the beginning, launching integrated 360 campaigns via online but also on traditional channels (outdoor, printing, experiential marketing, video, PR).

In love with Bradley Cooper

We had the opportunity to continue the work of global agencies, when Bradley Cooper became the brand ambassador. Handsome Advertising created the print materials for the points of sale, magazine ads, consolidating the brand presence on local market. In just 2 years, Häagen-Dazs became a top brand in stores.

Häagen-Dazs social media accounts

Handsome Advertising created Häagen-Dazs social media accounts, generating brand-relevant content (photos, videos, special multimedia content) in accordance with the global brand communications guidelines.

The icecream art. The New packaging launch

Häagen-Dazs was once the go-to luxury ice cream. But in 2017, while the product itself remained peerless in terms of quality ingredients, the brand’s packaging and wider identity was looking out of touch with modern consumers and the Instagram era. The challenge was simple: get Häagen-Dazs back to its accessible luxury best.

Handsome Adertising launched the new packaging as it deserves. In an art gallery.

We wanted to launch the new packaging in the same way that works of art are exhibited.

We booked an art gallery for a day (Gallateca Gallery) and replaced the current artworks with ours. The Häagen-Dazs ice cream art.

The Häagen-Dazs packaging creations made by contemporary artists such as Santtu Mustonen and Kustaa Saksi.

The packaging patterns were reproduced on large canvas paintings using local artists and they were exhibited in the gallery.

Even the wardrobe of the hostesses was inspired by the colors of the packaging.

The event brought together the world of showbiz and social media, who shared the experience more than 22,000 times in articles, blogs, vlogs, stories, posts. In just one day.

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Häagen-Dazs sofas and lounge chairs

To really enjoy Häagen-Dazs ice cream, special places were needed.
Thus, our idea was to create unique lounge chairs in the packaging patterns, restored from famous but old armchairs. Now, those items have become famous again.

Häagen-Dazs Stories

In order to increase the new packaging brand awareness even more, we used famous influencers, a well-known local chef (Nicolai Tand) and a famous influencer, “The Fashion Countess” Ana Morodan, both having intersecting communities with the avatar of the Häagen-Dazs brand.

Häagen-Dazs experiential marketing

Every year, Häagen-Dazs was present at the events organized at JW Marriott hotel(marketing, blogging, social media events) where thousands of influencers came into contact with the brand and shared their experiences.
All booths, brand activations and experiences were created by Handsome Advertising. We transformed In total, we have generated over 80 million reactions in the press and social media. Today, Häagen-Dazs is a brand in the top choices of consumers, communicating successfully the accessible luxury ice cream.