Häagen-Dazs Introduces an Ice Cream Tasting Experience to Melbourne
Laura McQuarrie — April 6, 2016 — Marketing
References: haagendazs.us & eventmagazine
In order to mark its re-entry into the Australian market, Häagen-Dazs set up a pop-up ice cream tasting in the city of Melbourne.
During the installation's five-week stay at Federation Square, visitors will be able to sample 12 signature ice cream flavors from the brand. As ice cream is at the center of this experience, the ice cream tasting experience is styled like a sit-down restaurant. Guests will be seated at a table and will be able to place an order for up to three flavors. Scoops of Häagen-Dazs are served like main courses on white platters. For those who can't get enough of the ice cream, there will be tubs of Häagen-Dazs on-site available for purchase.
Häagen-Dazs originally entered Australia in 1999, but a decline in sales led the brand to make its exit from the country in 2004. With experiential marketing like this, Häagen-Dazs is set to help Australians rediscover its product assortment.
During the installation's five-week stay at Federation Square, visitors will be able to sample 12 signature ice cream flavors from the brand. As ice cream is at the center of this experience, the ice cream tasting experience is styled like a sit-down restaurant. Guests will be seated at a table and will be able to place an order for up to three flavors. Scoops of Häagen-Dazs are served like main courses on white platters. For those who can't get enough of the ice cream, there will be tubs of Häagen-Dazs on-site available for purchase.
Häagen-Dazs originally entered Australia in 1999, but a decline in sales led the brand to make its exit from the country in 2004. With experiential marketing like this, Häagen-Dazs is set to help Australians rediscover its product assortment.
Trend Themes
1. Experiential Marketing - Creating interactive and immersive experiences for consumers to engage with brands and products.
2. Pop-up Retail - Setting up temporary stores or installations to generate excitement and create a sense of urgency for shoppers.
3. Product Tastings - Offering samples of products to give consumers a firsthand experience and encourage purchase.
Industry Implications
1. Food and Beverage - Incorporating unique dining experiences and tastings to enhance customer engagement and loyalty.
2. Retail - Utilizing pop-up shops and limited-time events to generate buzz and drive sales.
3. Marketing and Advertising - Developing innovative strategies such as experiential marketing to create memorable brand interactions.
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