Häagen-Dazs Aims to Connect with Younger Consumers
Lima Kalim — July 17, 2024 — Marketing
References: haagen-dazs & marketingdive
Nice&Frank, a renowned creative agency, has been chosen as the agency of record (AOR) for Häagen-Dazs, the premium ice cream brand in the United States. This collaborative partnership seeks to enhance Häagen-Dazs' brand presence and engage with consumers in innovative ways.
To strengthen its brand and capture the attention of younger consumers, Häagen-Dazs is gearing up to showcase its first-ever nationwide Super Bowl commercial in 2025. This strategic move is an integral part of the overarching 'That’s Dazs' campaign that has existed for five years. The aim is to further solidify its position as the leading ice cream brand in the U.S. and to increase its penetration in households, already boasting a presence in one-quarter of them.
Image Credit: Häagen-Dazs
To strengthen its brand and capture the attention of younger consumers, Häagen-Dazs is gearing up to showcase its first-ever nationwide Super Bowl commercial in 2025. This strategic move is an integral part of the overarching 'That’s Dazs' campaign that has existed for five years. The aim is to further solidify its position as the leading ice cream brand in the U.S. and to increase its penetration in households, already boasting a presence in one-quarter of them.
Image Credit: Häagen-Dazs
Trend Themes
1. Ice Cream-centric Advertising - Häagen-Dazs' Super Bowl commercial signifies an evolution in how premium food brands leverage major events to captivate younger demographics.
2. Event-based Marketing - Integrating a commercial into the Super Bowl illustrates the growing trend of brands aligning with popular culture moments to boost visibility.
3. Youth-targeted Campaigns - The focus on younger consumers by Häagen-Dazs highlights a shift towards crafting marketing strategies that resonate with the preferences of millennials and Gen Z.
Industry Implications
1. Food and Beverage - The collaboration with Nice&Frank to enhance brand presence points to an increasing trend of creative partnerships within the food and beverage sector.
2. Advertising and Marketing - Häagen-Dazs’ approach to utilizing high-profile events like the Super Bowl spotlights the innovative tactics in the advertising and marketing industry.
3. Consumer Goods - Targeting household penetration and younger audiences underlines shifts in the consumer goods industry towards more dynamic and youth-centric brand strategies.
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