Haagen-Dazs' Ice Cream Master Academy is a School for the Senses
Laura McQuarrie — August 26, 2015 — Marketing
References: twitter & eventmagazine
The experience of eating ice cream is a treat for more than just one of the senses, so Häagen-Dazs set up the Ice Cream Master Academy to educate consumers how the other senses come into play during a tasting.
A pop-up dome was set up for two days in London’s Bloomsbury Square, which served as a space for experts dubbed "The Masters of Real" to host sessions on sound, sight and scents. Although the ice cream is a beloved household treat, Duck & Waffle’s head chef Dan Doherty showed how the dessert can be elevated by incorporated into gourmet gastronomic dishes.
As well as featuring expert chef guides, visitors to the experiential space were also able to hear from influencers like blogger Rosie Thomas and Häagen-Dazs ice cream tester Alison Gray.
A pop-up dome was set up for two days in London’s Bloomsbury Square, which served as a space for experts dubbed "The Masters of Real" to host sessions on sound, sight and scents. Although the ice cream is a beloved household treat, Duck & Waffle’s head chef Dan Doherty showed how the dessert can be elevated by incorporated into gourmet gastronomic dishes.
As well as featuring expert chef guides, visitors to the experiential space were also able to hear from influencers like blogger Rosie Thomas and Häagen-Dazs ice cream tester Alison Gray.
Trend Themes
1. Sensorial Education - Businesses can create experiential spaces to educate consumers on how other senses come into play during a tasting.
2. Gourmet Ice Cream - Incorporating ice cream into gourmet gastronomic dishes is an opportunity for innovation.
3. Influencer Marketing - Partnering with influencers can help businesses reach a wider audience and increase engagement.
Industry Implications
1. Food and Beverage - Companies in the food and beverage industry can create unique and personalized experiences to educate consumers about their products.
2. Hospitality - Hotels and restaurants can incorporate sensory education experiences to enhance their guests' dining experiences.
3. Marketing and Advertising - Agencies can work with brands to develop experiential marketing campaigns that engage customers' senses and emotions.
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