As consumer preferences have changed over the years, Häagen-Dazs is evolving its brand to reflect a modern interpretation of luxury. The brand positioned itself early on as a luxury item for those with “discerning” tastes.
Now it's attempting to reinforce the notion in a new brand refresh effort that luxury is no longer about material possessions but instead about experience, authenticity and craftsmanship.
Developed with agency Saatchi London, the "Everyday Made Extraordinary" creative features upbeat music from Pharrell Williams alongside quick-edited clips of brightly colored sets and young people enjoying their ice cream. The spot ends with the tagline, "everyday mäde extraordinary."
"Häagen-Dazs was created with the vision that food should be simple, natural and made from high-quality ingredients. We have never faltered on those values, and our new campaign illustrates these ideals," the brand states.
The refresh effort includes new packaging. The brand worked with agency Love to incorporate original illustrations of commissioned artists.
The campaign launched in the UK last month and will be expanding globally to many of Häagen-Dazs’ key markets, including France, China, Kora, Germany, Italy and Australia, among others.
The impulse segment in ice cream sector, including hand-held treats, is by far the largest in the ice cream category, generating nearly 60% of retail sales outside North America. It is growing by high single-digits.
That growth has been fueled by a general increase in the consumer preference for snacking, but more specifically in some markets where consumers are looking for more on-the-go options.