Häagen-Dazs: new ATL ‘Love the Mix’ campaign

Luxury ice cream brand Häagen-Dazs is bringing a new campaign to screens to encourage consumers to mix up their everyday and have more fun in life.

Launching this summer, the concept is a natural continuation of the brand’s 2020 platform “Don’t Hold Back”, showcasing the brand’s purpose of crafting moments of joy. It features two films which blend contrasting environments.

The brand has embraced the Love The Mix ethos for its distinctive new product ranges: Häagen-Dazs DUO and The Häagen-Dazs Cocktail Collection, both combine contrasting flavours, categories and trends to create an “elevated taste experience”.

The campaign will be supported by a series of activations worth an estimated £2m, including a three-month prime-time TV spot and a high-impact digital presence across social and video-on-demand. This accompanies a strong presence in-trade and on e-commerce, to drive product and brand visibility.

“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,” said Kat Jones, Marketing Manager, Ice Cream. “It’s 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 per cent of the brand’s target audience, and its widespread presence means we’re expecting to remain top of mind with shoppers especially as lockdown begins to ease that little bit more. We’re really excited for a big summer at Häagen-Dazs!”