Häagen-Dazs, the UK’s best known luxury ice cream brand*, is bringing people closer together with its new television advertising campaign, ‘Melt Together’, unveiled today. The campaign aired nationally from 12 October.
The campaign’s first execution, ‘Ballet’, is set in an ornate theatre where a ballet performance is taking place. A young stagehand and his girlfriend are sitting high in the rafters looking down with their own unique view of the performance. They have to be really quiet and can only communicate through touch.
Their exceptional view offers them the best seats in the house, and their experience is made even more perfect when the man produces a spoon and a tub of delicious Häagen-Dazs Ice Cream. The young woman leans over and gently kisses him on the cheek with a ‘Thank you’. The camera pans even higher and reveals the two are now sitting closer together, arms wrapped around each other. The advertisement’s final frame shows three 500ml tubs of Häagen-Dazs – Vanilla, Strawberry Cheesecake and Cookies Cream – and the line ‘Melt Together’.
Ed Culf, Marketing Director, General Mills UK, says: “This stunning new campaign will communicate to consumers that Häagen-Dazs is the perfect facilitator for shared moments of real closeness. It is ideal for sharing with someone special because of its superior quality and taste.”
The campaign forms part of the £3.2 million marketing investment for Häagen-Dazs, and will launch with a five week burst on mainstream terrestrial and satellite channels.
Explaining the benefits of the new Häagen-Dazs TV campaign to retailers, Andy Foweather, Sales Director for General Mills UK, says: “Our TV advertising traditionally delivers uplifts of 10% for the brand, but we anticipate uplifts of around 15% for each week that this new campaign is on air. With our advert focusing on the Häagen-Dazs brand, rather than a specific product, we expect the sales uplifts to be across all of our range.
“Retailers can maximise impulse sales and category growth potential by ensuring freezers are kept well stocked throughout the campaign.”
Häagen-Dazs is now worth over £42 million and is growing at +8.6% annually**.
* Source: IPSOS Brand equity Monitor September 2008.
** Source: IRI grocery & impulse outlets (excl all others) Luxury 52wks we 13th June 2009.
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