Simple Made Extraordinary
The challenge
Häagen-Dazs was having trouble scaling in a crowded market. Customers are trained to accept cheaper products. Häagen-Dazs commissioned In-comms to develop a brand campaign that differentiates Häagen-Dazs. Let ice-cream enthusiasts know: Häagen-Dazs is far superior to any other ice-cream brand and, therefore, worth paying a slight premium.
Insight
The current consumers who “love ice cream” doesn’t see a big difference among all ice creams and don’t know how Häagen-Dazs is any different and paying a premium price for it.
The Idea
We shifted the Häagen-Dazs perception from a standard ice-cream brand to a company that’s. The idea is to glorify the passion and commitment behind the making of Häagen-Dazs. By celebrating purity, the statement intends to create a clear differentiation.
“Dedicated to purity”. We placed added emphasis on purity, a value that appeals to emotions and the mind. From there, we built emotional and rational communication around it.
Purity is as emotional as rational. Purity is extraordinary.
Stripping down Häagen-Dazs ice cream to the bare essentials, we kept the five main elements that make for its ingredients: natural milk, fresh cream, sugar, egg yolk and natural fruits. We created a TVC with premium photography, linking this “extraordinary” ice cream to the “pure” ingredients to make the a-ha moment among consumers.
