Luxury ice cream brand encourages nation to live authentically with boldest creative to date

Indulgent 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 instore activity plus strategic media partnerships.

Kat Jones, Marketing Manager, Ice Cream & Snacking at General Mills, said: “At Häagen-Dazs, we believe life is better when you don’t hold back and that’s how we make our products. With exquisite, real ingredients and mind-blowing flavours. This new campaign has been designed to share that ethos and empower our audience to live authentically.

“Despite being one of the leading luxury ice creams on the market, we’re certainly not holding back with our brand ambition. We’re confident the campaign will help us towards our goal to drive category growth and become the most desired ice cream in the world.”

Michelle Odland, Global Business Director for Ha?agen-Dazs at General Mills, said: “Don’t Hold Back is a really important philosophy for us. 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.  Time, genuineness, and real connection have become luxuries, as lives become simultaneously shared, but less open; connected, but lonely.  The moments that stand out now are the ones where we let down our guard and let our authentic selves shine through.  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.

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