Cannes Lions

HÄAGEN-DAZS

STERLING BRANDS, New York / NESTLE / 2013

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Overview

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Credits

Overview

Description

To elevate the new Häagen-Dazs Gelato line without compromising the master Häagen-Dazs brand.

We wanted to make sure the new design was rich with premium quality while also maintaining Häagen-Daz's sense of authenticity and craftsmanship.

Execution

Previous equity analysis and redesign of the core Häagen-Dazs portfolio informed the design strategy. We conducted an extensive audit of super-premium and gelato communication, including consumer research and copy treatment exploration for Gelato's "taste notes" side-of-pack communication.

Inspired by iconic Italian premium products outside the frozen dessert category, we designed a sleek black and gold pack that exudes super-premiumness. We maintained Häagen-Daz's existing base photography style to highlight the authenticity and thoughtfully crafted indulgence that goes into their ingredients.

Outcome

The Gelato design elevates Häagen-Daz's "truly made like no other" positioning without diminishing the master brand by showcasing Häagen-Dazs Gelato's luxuriously indulgent and super-premium qualities with pride and intimacy.

Since its release, Häagen-Dazs Gelato has earned rave reviews from food and design critics alike. It is an outstanding product that you are sure to see more of with new flavors and variants lined up to launch in the next year.

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