Chinese Valentine’s Day is in mid-summer. Couples in Taiwan usually prepare desserts as a gift to express their love, such as chocolate, cake or macaroon. Even though it’s the summer’s most popular treat, ice cream is not something they consider. As the leading brand of ice cream in Taiwan, Häagen-Dazs wanted to change this perception.

In addition to the local Häagen-Dazs stores and Department stores’ counter, Häagen-Dazs also advertise directly at places that TA most visited, such as super markets, key account stores. And using banner to promote on the internet, also take the initiative to send out the EDM invitation to the members.