Häagen-Dazs Spirits:
“Boldly Indulgent” Campaign

Objective: Increase awareness for Haagen-Dazs’ new spirit-infused product launch and establish a market position within the “boozy” ice cream category, without deviating from the brand’s “north star” of luxury and sophistication.

Insight: Adult consumers are increasingly drawn to the alcohol-infused “boozy” ice cream trend largely due to the novelty and intrigue that comes with this unique pairing. “Boozy” ice cream brands, such as Tipsy Scoop and SnoBar, have brand identities that revolve around the excitement and adult-oriented nature of their products. In contrast, Haagen-Dazs, with its extensive product lines and longer heritage, is positioned more for luxury and indulgence in the minds of consumers.

Strategy: Carve out a unique position by leaning into the fun and novelty of “boozy” ice cream, while leveraging the sophistication and quality that the Haagen-Dazs brand is known for to also emphasize the indulgent and premium nature of the offering. This will be accomplished with advertising that features the spirit-infused ice cream in luxurious settings you wouldn’t usually associate it with. Copy and imagery will utilize a playful, rebellious spirit that stretches the brand perception into more adult territory, without pushing the creative to the point that it resembles specialty “boozy” ice cream providers too closely, and loses its differentiation.