HÄAGEN-DAZS Intensely Irresistible

Haagen-Dazs gave us the brief to launch their delicious new Chocolate, Pralines and Caramel variety. With an explosion of competitors in the luxury ice cream category in recent years, the key was to cut-through and bring both new and lapsed users back to the brand.

Building on the Melt Together brand platform, we developed a campaign that leveraged the functional product benefits (a delicious combination of ingredients) and created an emotional connection (a passionate and intense experience for couples).  ‘Intensely Irresistible’ used illustration work by renowned artist Alex Trochut to create a strong visual identity and was played out across media targeted along the path to purchase in key urban areas, including: bus sides, static and digital 6 sheets, digital screens on the underground, trade advertising and in store promotions.

The campaign was a success in the UK and the concept is currently being rolled out across the Irish market for Valentine’s Day 2011.