Making the brand more relevant to a younger German audience
In the face of growing competition, Häagen-Dazs was losing share amongst younger German consumers. The brand was beginning to look tired but with the release of new and contemporary packaging, we saw an opportunity for this new look to grab the attention of this audience and make the brand more relevant. Tapping into what they love, fashion, we created the “Design of Exträordinary”; an integrated campaign that formed the basis of the brand’s communication support in the German market.
We partnered with Kilian Kerner, renowned German fashion designer, and the prestigious Lette Verein Berlin Fashion School to create a unique fashion range to be shown during Berlin Fashion Week. Thirty fashion students, mentored by our designer, were tasked with creating six collections inspired by six Häagen-Dazs flavours.
We took over the Mercedes-Benz Arena in Berlin, created a catwalk, invited press and influencers and put on a show that reached over 200m people. And, the winning collection resulted in one student being awarded 5000EUR to support their fashion futures.
We cut some stylish figures for Häagen-Dazs; the brand reached its highest ever penetration at 5.6%, was the fastest growing brand (+24% value sales vs. LY) in a declining category and achieved the strongest category share increase (+1.9% vs LY).
- Values sales vs. LY
- Penetration vs. LY
- Value share vs. LY
- Media reach
Häagen-Dazs – The Design of Exträordinary
Making the brand more relevant to a younger German audience by tapping into their love of fashion. “Design of Exträordinary” brought together a renowned designer and students to create six collections, inspired by new Häagen-Dazs packaging, for a live show at Berlin Fashion Week.