With its premium ice cream and interesting history (a company born in New York with a name completely made up to sound Scandinavian), Häagen-Dazs stands out from the competition. But when we took over the account, the brand had lost its spark.
With the new, global concept Don’t Hold Back, we gave the brand a much needed vitamin injection. Or sugar rush, if you will.
The ice cream category, with a few exceptions, is quite conventional. To grab people’s attention and regain their love, we needed to do something beyond ingredient shots in slow motion (while still showing off the amazing products). We needed to leave consumers with a message.
Don’t Hold Back is an encouragement to live life to the fullest. To listen to your heart instead of society. To do what you feel like, instead of following conventions. And to allow yourself to enjoy the best and creamiest ice cream on the planet. The new concept was the start of Häagen-Dazs’ journey in becoming a positive force that inspires self-positivity and joy.
We want Häagen-Dazs to be a visual feast. Cool, bold and colorful – just like their ice cream.
The new brand idea has been implemented in markets on four continents. To ensure relevance across the globe, we have two teams – one in Sweden and one in Shanghai. Together, we create everything from point-of-sales material and social assets to big campaigns and PR activities.
Since the launch of Don’t Hold Back, Häagen-Dazs has regained momentum and improved core KPIs. And they’re now growing faster than the competition. But even though we’ve come a long way, this is just the beginning.
Don’t Hold Back has become more than a tagline. It’s an internal motto at Häagen-Dazs, used in everything from product development to Christmas party planning.