Simon Gwynn
May 12, 2017

Häagen-Dazs revamps to 'evolve with the times'

Fresh packaging and a new campaign aim to make the original luxury ice cream more accessible.

Häagen-Dazs revamps to 'evolve with the times'

Häagen-Dazs has failed to evolve since it popularized "luxury" ice-cream in the 1990s, its top marketer has admitted.

Owner General Mills is carrying out a revamp of the brand involving refreshed packaging, new product formats, an experiential campaign with culinary artists Bompas & Parr and a TV campaign created by Saatchi & Saatchi launching in June.

Arjoon Bose, UK and northern Europe marketing lead, said Häagen-Dazs wants to move away from the "over-aspirational" luxury cues it has used in the past.

The new packaging dispenses with the previous gold and black color scheme, opting for a stronger use of burgundy and a more contemporary graphics style.

Instead of the kind of glamorous advertising that Bose said was best exemplified by "The house of Häagen-Dazs" starring Bradley Cooper in 2013, the new campaign will consist of vignettes around the theme of "everyday made extraordinary."

"We were this very disruptive cultural icon, and we haven’t necessarily evolved with the times," Bose said. "We’re trying to re-anchor ourselves in the culture and be iconic again."

Brands must now portray luxury as something within reach, he said: "We want to move away from brands sitting in an ivory tower—luxury brands are about real and authentic experiences."

Source:
Campaign US

Related Articles

Just Published

7 hours ago

Forrester CMO pushes for tighter integration of ...

Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.

7 hours ago

Baby Shark doo doo doo doo doo. LG Styler doo doo ...

Smooth out doo doo doo doo doo. Bad smell doo doo doo doo doo. Shake it out doo doo doo doo doo. LG Styler! [Something is very wrong with Ad Nut.]

9 hours ago

IAS explains ad verification in manga style

A young automobile-company exec learns how to mitigate brand risk and ad fraud in a free download from the ad-verification company.

10 hours ago

L'Oreal opens omnichannel concept store in Shanghai

Designed with AKQA, the store has a livestreaming set, face-scanning technology and personalised shopping via WeChat integration, as well as a chance to ride a bike through the streets of Paris.