Kathryn Luttner
Jul 13, 2017

Haagen-Dazs taps Pharrell Williams and millennials for global ad campaign

Saatchi & Saatchi London gives the ice cream brand a youthful vibe in a new spot titled "Everyday made extraordinary".

For years, Haagen-Dazs marketed itself as a luxury product so successfully that many forgot about the ice cream’s humble roots in the Bronx, New York. The General Mills-owned brand used beautiful women and Bradley Cooper to create this adult, aspirational image and adhered to it for years, despite declining sales.

But that all changed in May when Haagen-Dazs rebranded. The marketer adopted a new tagline, Everyday Made Extraordinary, and ditched its black and gold color...

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