Everyday Made Extraordinary with Häagen-Dazs
Häagen-Dazs has been making ice cream since 1961.The company’s founder, Reuben Mattus, had a vision to make the best tasting ice cream in the world using high quality, carefully selected ingredients. Every Häagen-Dazs ice cream starts with real cream and milk, which is then blended with carefully selected ingredients. Launching with three simple flavours – chocolate, vanilla and coffee, today the brand has millions of fans in over 84 countries and is sold in Haagen-Dazs stores, major supermarkets, convenience stores and through foodservice channels, and has more than 24 products, including pint tubs, mini cups and stick bars with iconic flavourslike Belgian Chocolate, Strawberry, Matcha Green Tea, Vanilla and Cookies and Cream.
Now, the brand is redefining their design, advertising and experiential offering to make ‘the everyday extraordinary’ and to be at the forefront of what is relevant to millennial today.
I was invited to Häagen-Dazs multi-sensory luxury ice cream experience in WORQ, showcasing new advertising executions and the introduction of their brand Inspirers. These included the emcee for the evening, Melissa Th’ng, Jane Chuck, a well-known social media influencer, Aere, a contemporary ready-to-wear Malaysian label founded by Raja Nadia Sabrina, a social media influencer and former lawyer and Nur Fazura, an internationally renowned artiste and entrepreneur.
Today heralds a bold new brand reinvention for Häagen-Dazs, as the brand once again redefines the rules of ice cream for a new, trend-setting millennial consumer; a new consumer who is seeking authentic and immersive experiences they can partake in and share with others.
To reflect this new vision, Häagen-Dazs has refreshed its designs; creating a bold collection of colourful, worldly and fun patterns across the full range.Below is just an example to display the extraordinary taste and experience of Häagen-Dazs’ core flavours:
Thirteen world-class artists – comprising an eclectic mix of painters, 3D illustrators, flat graphic illustrators, textile designers and classic artists – were selectively chosen for their distinctive styles and were then matched to flavours they would capture perfectly.While each of the newly-designed packaging is individually beautiful, together they form a line-up of modern, extraordinary artworks; perfectly complementing the unmatched, indulgent experience one gets when enjoying each of Häagen-Dazs’s premium flavours.
The evening’s event saw guests taste and snap their way through an extraordinary one-of-a-kind video journey creating a highly “Instagrammable” personalised music video of their own.
Ethan Lim, Commercial Director for South East Asia said, “The world of luxury is about craftsmanship, authenticity, integrity of ingredients and the story behind the brand.Driven by millennials’ appetite for the experiential and authentic, we are re-imagining a visual world that makes the everyday extraordinary – as we believe that even the smallest luxuries have the power to elevate the everyday.We are redefining our design, advertising and experiential offering to make ‘the everyday extraordinary’, to be at the forefront of what drives our customers’ desires.”