In 2017, Häagen-Dazs moved away from its exclusive, premium identity to appeal to a younger, savvy audience. With new products and packaging, Tommy was tasked with building their digital presence, taking their new brand online for the first time.
Our Role:
To bring the new brand to life, develop a tone of voice and visual language fit for social, and to support the launch of their new product, the 'stick bar', their first foray into this category.
The Content:
By playfully referencing universal moments like the 3pm slump and the Friday feeling, through to the latest happenings on Love Island and Game of Thrones, the brand was positioned firmly in the hands of a younger, social audience. With the support of temperature-activated media throughout the warm summer, we ensured the product was front of mind when it was most needed!
Extending Into Partnerships:
The new digital brand execution also supported Häagen-Dazs's ongoing Wimbledon sponsorship, juxtaposing this new, vibrant visual language with the historic tennis club's very traditional brand. New balls, please!
