Häagen-Dazs Corporate.

Häagen-Dazs Reflections of Pleasure Above-The-Line campaign, combining indulgence and strong branding. Print and outdoor for Greece, Italy, Benelux and Middle East.

Häagen-Dazs_ATL Campaign

Häagen-Dazs Belgian Chocolate

Häagen-Dazs_ATL Campaign

Häagen-Dazs Tiramisu

Häagen-Dazs_ATL Campaign
Häagen-Dazs_ATL Campaign

Häagen-Dazs Strawberry Cheesecake

Häagen-Dazs_ATL Campaign

Häagen-Dazs Banoffee

Häagen-Dazs_ATL Campaign

Häagen-Dazs Macadamia Nut Brittle

Häagen-Dazs Strawberry Cheesecake, Panacotta & Raspberry, Vanilla Caramel Brownie.

Häagen-Dazs Belgian Chocolate Outdoor, Milan.

Reflections of Pleasure Campaign was benchmarked by Verify International Inc. and ranked in the Top 5% of a database of 6.000 Ads worldwide in terms of Creascore, Brand Contact and Stimuli Performance.

On the whole, the visuals focus on the ‘bare’ product and convey a message:

• In terms of promise.
Centred on the palatal pleasure -benefit acknowledged by the whole sample as a typical and key element of Häagen-Dazs.

• In terms of reason why.
Supported by the full and rich organoleptics of the product – e.g. visual of flakes/pieces of fruit + ice-cream which suggests a ‘complex’ texture, thus offering a superior consumption experience.

The two other ‘key’ elements of the visual are:

• The background.
Bright and warm colours, shades – it recalls a mood of intimate, warm, ‘dedicated’ consumption. In the interaction with the representation of the ice-cream, it stresses the intensity of the palatal pleasure.

• The reflected pint.
Is a ‘sign’ of the brand which – although not in the foreground at a perceptive level – makes the message richer in the interaction with the representation of the ice-cream.

• It gives value to the products:
It identifies them and therefore ‘reflects’ on them the heritage of the brand – an effective message, particularly for those who are already aware of Häagen-Dazs.

• It is given value-to by the products.
Häagen-Dazs is a brand which can propose extremely appealing products – an effective message particularly for those who are not aware of Häagen-Dazs.

Results of a Qualitative Research conducted by People The Research Partner, Italy.

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