CLIENT
Haagen-Dazs
Jennifer Eiseman, Mktg. Asst- Haagen-Dazs- Packaged
Tyler Johnston, EVP- Marketing
Dave Ritterbush, VP- Superpremium
Vicki Isip, Sr. Mktg. Manager- Haagen-Dazs
Kara Haskell, Mktg. Manager- Haagen-Dazs- Impulse & Snacks
AGENCY
Goodby, Silverstein & Partners *Lead Agency
Virginia Wang, Account Planner
Peter Stabler, Media Dir.
Albert Kelly, Associate Creative Dir.
Chris Wixom, Art Dir.
Alisa Sengel Wixom, Copywriter
Laura Puddicombe, Account Dir.
SUMMARY
In the 1980's, Haagen-Dazs turned millions on to the pleasures of gourmet ice cream and created an entirely new ice cream category - super premium. After dominating for almost two decades, in 2003, Haagen-Dazs found itself outpaced by the category it once defined - hemorrhaging market share and stalling at the cash registers as competitors stole the limelight and sales. Embodying the 80's excess and pretensions, the brand was out of touch and off-putting; it was clear Haagen-Dazs needed to shift away from its elitist imagery. In May 2004, Haagen-Dazs relaunched the brand with a series of understated commercials that focused on the simple truth of the quality of the ice cream, nothing else. Reigniting people's passion for the brand, the advertising spurred a dramatic turnaround: sales and market share swelled as old and new audiences were won over - reminded why they loved Haagen-Dazs once more.
