I scream, you scream, we all scream for ice cream! Häagen-Dazs has rolled out the biggest brand overhaul in its 56-year history, complete with fresh packaging, a brand-new logo, plans to revamp its 800-plus global stores and a global advertising campaign. Basically, Häagen-Dazs’ premium positioning gave consumers the perception that is was stuffy and classic, not modern and vibrant according to brand reps. The world of luxury ice-cream is changing and they’ve decided it’s time to catch up. The brand understands that it isn’t about conspicuous consumption anymore, it’s more about craftsmanship, authenticity and the story behind the brand. The brand just wasn’t representing what consumers wanted it to be anymore, knowing they had to modernize. It will also spotlight its ingredients, which are all-natural and have no preservatives, artificial emulsifiers or stabilizers–a smart move considering that consumers are more likely to buy desserts that are real and made from scratch than those that aren’t.
On the advertising front, Häagen-Dazs’ global campaign includes six different spots which aim to bring to life the tagline “Make everyday extraordinary,” highlighting people celebrate the every day through ice-cream. In conjunction to the ads, the brand is also posting its own images to its social media accounts and buying digital ads across Facebook and Instagram in different markets the world over. Digital media is a key piece of reaching Millennials today, and something they’re paying more attention to than before. Their non-traditional media investments have grown tremendously. To further appeal to millennial sentiments, the marketer is also ramping up its creative, on both traditional and digital channels. Häagen-Dazs’ messaging moving forward will focus on highlighting its heritage, such as founder Reuben Mattus’ founding story, to connect with its audience.