Client: Maresi Foodbroker / Häagen-Dazs
Take an iconic American brand and launch it, for the first time, on new markets in Europe. Häagen-Dazs has 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 it can be.
We have been working with this brand since the beginning, launching integrated 360 campaigns online and on traditional channels (outdoor, printing, experiential marketing, video, PR).
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.
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.
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. In total, we have generated over 80 million reactions in the press and social media.
Today, Häagen-Dazs is a top brand of choice for consumers, successfully communicating the accessible luxury ice cream.