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Häagen-Dazs Using Grassroots Marketing For Five

  • Brandweek, Wednesday, April 29, 2009 11:15 AM
Häagen-Dazs' brand manager Ching-Yee Hu tells Elaine Wong in a Q&A that the marketing strategy behind the launch of its new brand, Five, is "no gimmicks, no bull, just truth, the real pure stuff." It is using SheSpeaks word-of-mouth sampling parties to get the product to consumers, and finds the feedback it collects from them useful.

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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