Haagen-Dazs is an iconic ice cream brand that was in need of a rebrand. They were looking to reintroduce themselves as younger, fresher, and more approachable for the next generation of luxury seekers.
We focused the campaign around the idea that the definition of luxury is no longer dictated by the few, but the many. Luxury, in fact, is wherever you are. By leveraging the company's roots in creative and out-of-the-box thinking, we wanted to show consumers that when they continually push the boundaries of what luxury is...That's Dazs.
And, at the end of year one, we’d taken back the lead market share, had 4x year over year sales, and had a 42% increase in snacks business.