Hu says she thinks of the ideal
consumer for the brand in psychographic terms. "They look for high quality products and would rather have a smaller amount of something that tastes great.... They really see natural, wholesome foods
as better, pure and enjoyable and an important part of good health."
Häagen-Daz launched the product with a virtual press conference with bloggers, during which Hu introduced the product and had a person who develops recipes talk about how to use the ice cream. "It allows [consumers] to ask questions directly and a lot of them are on Twitter fielding questions from their family and colleagues," she says. As for ROI, Hu says "the goal was buzz. Obviously, we'd like to see it reflect in sales."
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