Häagen-Dazs was having trouble scaling in a crowded market where customers had been trained to accept cheaper products. We needed to change the narrative around the importance of purity and build more value into the Häagen-Dazs brand to justify the premium price difference

We shifted the Häagen-Dazs perception from a standard ice-cream brand to a company that’s “Dedicated to purity”. We placed added emphasis on purity, a value that appeals to the emotions and to the mind. From there, we built an emotional and rational communication around it. Stripping down Häagen-Dazs ice-cream to the bare essentials, we kept the 5 main elements that make for its ingredients: real milk, fresh cream, sugar, egg yolk and real fruits. We created a TVC with premium photography, linking this “extraordinary” ice-cream to the “pure” ingredients to create the a-ha moment among consumers.