In his first announcement for the Super Bowl, last February Häagen-Dazs He turned to the “Fast & Furious” film saga lowering the rhythm of its accelerated narrative thanks to its ice cream. Weeks after that, and facing summer, the brand continues to invite consumers to take life more calmly as part of the next phase their “Slow” communication platform (Slowly).
In front of a world that lives constantly connected and sometimes difficult to manage Häagen-Dazs wants me to your product is enjoyed as designedthat is, taste it and really experimenting your ingredients and soft texture. Thus, the campaign created by the agency Nice & Frank It is an invitation to quiet and calm indulgence.
It runs in the United States with a series of audiovisual pieces that show different people taking a rest in the middle of their busy routines To enjoy an Häagen-Dazs in simple places. Spots show a leisurely rhythm and peaceful music to capture relaxation moments and enjoy that brand products can provide.
As collected Adweekthe intention of the brand has been to offer moments of tranquility, something that considers an inaccessible luxury for many today. The idea of the brand is to provide calm, both through its products and its communication, for those who cannot take that necessary rest.
The pieces also establish a parallelism with the way of consuming ice cream, that should not be immediately consumed to get it out of the freezer, but requires a few seconds to maximize the ingredients. From Häagen-Dazs they remember that their ice cream are made to savor, not to be binge.
The idea is also reflected in a series of shorter pieces with tactical approach which highlights the different varieties of ice cream format, and the wide flavored options of Häagen-Dazs. “TOMATE A QUIET MOMENT WITH NEW BLUEBERRY” either “For and savor White Chocolate Raspberry“They are some of the messages that the brand launches.
The message is also moving through social networks, where the brand has deployed a content strategy together with creators and influencers oriented to associate the product with the rest moments. Under the concept “Häagen-Dazs Slow Sunday” Encourage to open Sundays with peace of mind.
Likewise, and within the framework of pride celebrations, Häagen-Dazs has again collaborated, for the fourth consecutive year, with Allies in Arts, A non -profit organization that supports women artists, of various ethnic groups and LGBTQ+. Thus, he has created three murals in Los Angeles, New York and San Francisco, which They reinterpret the “slow” concept under new perspectives.
“In Häagen-Dazs we believe that creativity thrives in moments of calm. That is why we connect with emerging creators of this space to celebrate the deceleration and create something truly special”; Explained the brand on social networks by sharing the work of Subin Yang.
