The Häagen-Dazs 'Love The Mix' Campaign Encourages Playfulness
Michael Hemsworth — June 5, 2021 — Marketing
References: haagen-dazs & talkingretail
The Häagen-Dazs 'Love The Mix' campaign is being launched by the brand in the UK as a continuation of its 'Don't Hold Back' concept debuted in 2020 and encourages consumers to have a little more fun in their everyday life. The campaign sees a split image of two women enjoying ice cream with their upper body floating in a pool and the lower half reclining on a couch This is meant to be a play on the Häagen-Dazs Duo ice creams that have both smooth and crunchy ingredients, while also encouraging everyday lifestyle changes that are small but noteworthy.
Marketing Manager Kat Jones explained the new Häagen-Dazs 'Love The Mix' campaign further saying, "This summer, after an especially difficult year, we want to celebrate what happens when contrasting things come together to become something even better and bolder. It is not just our new Duo and Cocktail Collection ice creams that follow this theme, Love the Mix embraces all the different aspects and quirks of ourselves and our lives. The campaign has an impressive, expected reach of 95% of the brand’s target audience, and its widespread presence means we are expecting to remain top of mind with shoppers especially as lockdown begins to ease that little bit more.”
Marketing Manager Kat Jones explained the new Häagen-Dazs 'Love The Mix' campaign further saying, "This summer, after an especially difficult year, we want to celebrate what happens when contrasting things come together to become something even better and bolder. It is not just our new Duo and Cocktail Collection ice creams that follow this theme, Love the Mix embraces all the different aspects and quirks of ourselves and our lives. The campaign has an impressive, expected reach of 95% of the brand’s target audience, and its widespread presence means we are expecting to remain top of mind with shoppers especially as lockdown begins to ease that little bit more.”
Trend Themes
1. Playful Ice Cream Campaigns - Brands can create playful campaigns that encourage consumers to have fun and celebrate everyday moments
2. Contrasting Ingredient Ice Cream - Brands can innovate ice cream products by introducing contrasting textures and flavors in their ingredients
3. Lifestyle Celebration Campaigns - Brands can create campaigns that celebrate consumers' unique lifestyles and encourage them to embrace their quirks and differences
Industry Implications
1. Food and Beverage - Food and beverage companies can capitalize on the trend of playful and celebratory branding to connect with consumers
2. Advertising and Marketing - Advertising and marketing agencies can help brands create campaigns that celebrate everyday moments and encourage playfulness
3. Entertainment and Media - Entertainment and media companies can partner with brands to showcase playful and celebratory campaigns across various channels and platforms
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