HAAGEN-DAZS

HAAGEN-DAZS - BRAND RESET

Haagen-Dazs, once a cultural icon, lost its appeal among millennials. They viewed the brand as outdated and snobbish, a symbol of luxury from a bygone era. Purchased by their parents and devoured by Bridget Jones-wannabes. Haagen-Dazs needed to transform itself to become desirable once again.
In contrast to its exclusive image of the past, the ice cream parlor is actually a diverse and inclusive space where people of all ages come together to indulge in deliciously sweet and refreshing ice cream. Here, everyone is welcome to create their own unique flavor combinations, using the variety of options available, expressing their individual creativity.

We wanted to celebrate this idea of individuality and inclusivity...
Packaging was redesigned - the homogenised gold and burgundy filagree went. Each flavour had its own identity - created by a repertoire of global illustrators, influencers artists who interpreted each of the 50 flavours through their own unique designs.

Shop designs and art direction were connected to the packaging, creating sharable Instagrammable moments throughout the entire consumer journey. Our tone of voice and advertising became more fun and upbeat.

Director: Tom Munro

Commercials were constructed as simple, snackable, modular vignettes designed for social channels and TV.
We activated our founders story to give gravitas to the brands credentials. We told the story of Rueben and Rose - the oddball, eccentric husband and wife team who started their quest to create the most extraordinary ice cream from the boot of their car in Brooklyn. Visual, poster style storytelling allowed us to engage with our audience on line and in-store. Borrowing from the many memes and tributes and homages to ice cream that populate Pinterest and other social channels allowed us to talk about our uncompromising commitment to quality.

Limited edition flavours and packaging gave us moments of reinvention to keep the brand fresh and surprising. We could experiment with flavours and bring international trends toi regions, and capitalise on cultural moments to talk to lapsed users and keep the faithful inspired...

HAAGEN-DAZS

HAAGEN-DAZS - BRAND RESET

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