Cannes Lions

That's Dazs

CARTWRIGHT, Venice / HAAGEN DAZS / 2022

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Overview

Entries

Credits

Overview

Background

Situation: Häagen-Dazs is a brand founded by creative tastemakers who transformed their passion for ice cream into a luxury everyone can enjoy. But, the old trappings of luxury no longer connected with a new generation

Brief: Make Häagen-Dazs emblematic of a new definition of luxury by connecting to today's millennial and GenZ marketplace.

Objectives: Grow and build the Häagen-Dazs brand, refresh the product, packaging and appeal of the brand.

Idea

We redefined what luxury is today as the freedom to express oneself in many new forms and formats. To speak to today's tastemakers, Häagen-Dazs needed to connect with them where they live. On Instagram and social media, in artists collectives, music venues and more. Leveraging influencers in the arts, music, food, fashion and other areas, the campaign specifically targets millennials and GenZ with a more playful approach. It features a purposefully diverse and inclusive cast that speaks to the idea that luxury is for everyone and can be enjoyed at many different moments - from the sidewalk to a bodega to a rooftop party. It also includes a new design guide for Häagen-Dazs that moves away from monochrome images with colors that reflect the flavors of the ice cream. Packaging shows ice cream in its dripping messy glory bring forward an attitude of fun and fancy.

Strategy

Target Audience: Häagen-Dazs target audience is millennials and GenZ's, hip tastemakers, artists, musicians and influencers

Relevance to Platform: This demographic is fully digital and is constantly on Instagram

Approach: Shift Häagen-Dazs from a product-first to culture first brand that specifically targets millennials and GenZ with a more playful approach. Multi-faceted marketing initiative that includes a full range of advertising, design and social media activations under the #ThatsDazs banner. We identified a diverse range of social influencers who create unique social content and serve as brand ambassadors. We also created a partnership with producer/screenwriter/actress Lena Waithe that provides a scholarship to diverse creators with opportunities for self-expression and professional development. These creators captured new images of what luxury means today through the lens of enjoying Haagen Dazs.

Execution

Implementation: Creating a new brand platform that redefines Luxury as "Luxury is Where you Are." Brought to life through integrated marketing, advertising, packaging and a social media influencer campaign. Elements included broadcast television, print and digital advertising, out of home, packaging design and new brand guidelines.

Timeline: The initiative began in March 2021 with a partnership announcement with Lena Waithe. The intiative is continuing into 2022.

Placement: Broadcast and digital video on broadcast video and cable networks and streaming services, out of home billboards in major US cities, print advertising in food magazines and digital placements, social media influencer posts on Instagram.

Scale: Nearly 100 assets were created to launch the brand refresh. The initiative is continuing into 2022 with new product extensions and experiential events.

Outcome

The campaign was enormously successful. It helped the brand reclaim lead market share. It resulting in a 42% increase in year over year sales growth. It helped the brand reclaim the category share lead from Ben & Jerry’s, and increased its share with millennials while keeping its boomer and GenX marketplace solid.

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