Cannes Lions

ICE CREAM OUTLET

GOODBY SILVERSTEIN & PARTNERS, San Francisco / HAAGEN DAZS / 2009

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Presentation Image

Overview

Entries

Credits

Overview

Execution

As Colony Collapse Disorder threatened the U.S. bee population, Agency planners recognized that one-third of all the natural products we humans eat could disappear–and with it, 40% of the natural flavors used in Häagen-Dazs ice cream.So they convinced Häagen-Dazs to put their trust in the idea of creating an integrated program (“HD loves HB”) to help preserve both the brand’s long-term future and the well-being of its all-natural workforce: the honey bees.

Outcome

The result was one of the fastest moving media and PR stories of 2008–125,000,000 PR impressions in the first week–with real contributions to bee research–$250,000 U.S. and counting. Haagen-Dazs’ revenue has increased by 7% in 2008 and sales are up 10%. That’s double-digit growth in less than a year.

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