Cannes Lions

Love Cup

BBDO TAIWAN, Taipei City / HAGGEN DAZ / 2016

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Overview

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Credits

Overview

Description

Häagen-Dazs presents“Love Cup,” the world’s first ice cream cup sleeve printed with temperature-sensitive ink.

Not only did this Love Cup enable lovebirds to convey their most heartfelt expressions of love but provided them the most special way to celebrate.

Step 1 For every Häagen-Dazs purchase, you get a free ice cream cup sleeve on which you can write your love message.

Step 2 Place your ice cream cup in it, then allow the ice cream’s cold temperature to change the color of the sleeve and hide your message.

Step 3 As you enjoy the ice cream with your lover, the love message will slowly appear as the temperature rises.

Execution

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.

Outcome

This tidy little sleeve didn’t just surprise young couples. It got everyone in Taiwan to share their most heartfelt expressions of love. All 30,000 Häagen-Dazs “Love Cups” sold out during the promotion period. Following on this success, an additional 10,000 “Love Cups” were released and sold out in one week! Simultaneously, sales increased by 170%. If you stacked up all the “Love Cups” we sold, they’d be 9.8 times taller than the Taipei 101 building! It just goes to show how the “Love Cup” took Chinese Valentine’s Day to new heights.

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