Ice cream maker Häagen-Dazs has launched a new, multi-million-pound global marketing campaign, “Don’t Hold Back”, designed to inspire people to live life to the full.
Now live in the UK, the campaign sees the General Mills-owned brand back on TV screens this summer with a striking, vibrant new creative, which centres around hero products from Häagen-Dazs’ fruit range across multiple packaging formats. These include the classic Strawberry Cheesecake Pint, Fruit Collection Mini Cups, Mango Raspberry Stick bars and new White Peach & Raspberry from the Fruit Obsessions collection, which launched earlier this year.
Central to the campaign is a celebration of inclusiveness and authenticity, embodied in the positive message “Don’t hold back”. This is the brand’s first step in its new communication journey, which intends to move towards a creative world of great energy, ice cream, and individuals.
Complementing the TVC is a range of Video on Demand, digital, social, and in-store activity plus strategic media partnerships.
“Don’t Hold Back is a really important philosophy for us,” said Michelle Odland, Global Business Director for Häagen-Dazs at General Mills. “In an increasingly busy world full of pressures and expectations from all directions, we spend a lot of our life being there, but not present. By saying “Don’t Hold Back”, we want to encourage people to let go, be truly present in a moment, and to not hold back.”
Don’t Hold Back will run for the entirety of the summer and beyond, underpinning all future communication from the brand. Retailers are encouraged to stock up on Häagen-Dazs products to meet increased demand.