The Ice-Cream Formerly Known As Haagen-Dazs Kick Starts 2018

Hagen-Dazs franchise
Hagen-Dazs

The name Haagen Dazs is also synonymous to exceptional, high-quality desserts no matter where our customers are. When craving for fantastic ice creams, we are the place to go to

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10/12/2017 12:00 | Food

The biggest rebranding in the history of the nearly 60-year young ice-cream maker Haagen-Dazs is underway and ready to surprise the UK market. The famous ice-cream maker owned by General Mills has rolled out the most audacious brand makeover in its history that includes fresh new packaging, logo, revamping over 800 global stores and a global advertising campaign to boot.

Haagen-Dazs vice president and marketing director, Jennifer Jorgensen explained: The move was prompted by the marketer's recognized need to stay relevant for a millennial audience that prefers to engage with brands that share their values and have strong and relatable stories.

Basically, Hagen-Dazs' premium positioning gave consumers the perception that is was stuffy and classic, not modern and vibrant.

"The world of luxury is changing. It isnt as much about conspicuous consumption anymore, its more about craftsmanship, authenticity and the story behind the brand," she told Business Insider. "The brand just wasnt representing what consumers wanted it to be anymore. We knew we needed to modernize."

Love Creative, a Manchester-based design firm, is in charge of Haagen-Dazs visual rebranding that would change the way the brand looks from its logo to packaging designed by a team of talented, up-and-coming artists from around the globe, including finnish artists Santtu Mustonen and Kustaa Saksi. Each of the 46 brands flavours will be given a brand-new look that better represents them in every possible instagrammable way. Saatchi & Saatchi London are the masterminds of Haagen-Dazs rebranding Advertising campaign with a running tagline Make every day extraordinary.

"Digital media is a key piece of reaching millennials today, and something were paying more attention to than before," explains Jorgensen, adding: "Our non-traditional media investments have grown tremendously."

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