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

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Luxury ice cream brand Häagen-Dazs brings its 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 and features two juxtaposing films which blend contrasting environments to create vibrant and joyful scenes.

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 altogether elevated taste experience.

The campaign is 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.

Kat Jones, marketing manager, Ice Cream, said: “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’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% 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!”