The Häagen-Bar Pop-Up Celebrates Mixing the Unexpected
Laura McQuarrie — June 25, 2021 — Lifestyle
References: haagendazs.us & fabnews.live
The Häagen-Bar is a new pop-up experience from Häagen-Dazs in Spain and France that focuses on indulgent ice cream and cocktails. For the experience, the brand is teaming up with renowned mixologists to promote its new cocktail-inspired flavors (Lime Mojito Sorbet and Piña Colada ice cream.)
As part of the ice cream and cocktail bar experience, people will get to experience serves that feature the new cocktail range, as well as competitions and cocktail masterclasses.
The pop-up is backed by a new campaign from the brand called Love the Mix and it's all about celebrating unexpected combinations. The messaging also fits into the brand's Don't Hold Back global concept, which inspires people to live life to the fullest as their authentic selves.
As part of the ice cream and cocktail bar experience, people will get to experience serves that feature the new cocktail range, as well as competitions and cocktail masterclasses.
The pop-up is backed by a new campaign from the brand called Love the Mix and it's all about celebrating unexpected combinations. The messaging also fits into the brand's Don't Hold Back global concept, which inspires people to live life to the fullest as their authentic selves.
Trend Themes
1. Ice Cream Cocktails - The trend of combining ice cream and cocktails creates innovative possibilities for pop-up experiences, brand collaborations, and mixology.
2. Indulgent Experiences - The trend of creating indulgent experiences through unexpected combinations, like ice cream and cocktails, provides opportunities for brands to engage with consumers in new and exciting ways.
3. Mixology Education - The trend of offering cocktail masterclasses within ice cream and cocktail pop-ups creates education opportunities for mixologists and potential brand partnerships.
Industry Implications
1. Food and Beverage - The food and beverage industry could benefit from the ice cream and cocktail trend by partnering with mixologists and creating new product lines that combine indulgent and unexpected flavors.
2. Hospitality - The hospitality industry has opportunities to create unique and indulgent pop-up experiences, capitalizing on the trend of combining ice cream and cocktails to attract new customers and promote special events.
3. Marketing and Advertising - The marketing and advertising industry can leverage the ice cream and cocktail trend to inspire campaigns and advertising initiatives that celebrate unexpected combinations and create memorable consumer experiences for brands.
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