Häagen-Dazs unveils brand revamp

Häagen-Dazs has revamped its ice cream brand with updated packaging and new formats to target a broader consumer demographic as part of a wider portfolio update.

Unveiled at a sensory event with Bompas & Parr last week, the £5 million brand reset includes new packaging and formats, as well as a new experientially focused marketing programme and a lifestyle led campaign.

Each ice cream pack features an updated logo, moving away from the traditional luxury cues of black and gold towards a more modern signature burgundy brand colour. The updated packaging is rolling out across the full Häagen-Dazs range of pints, stick bars and mini cups collections across the UK.

The makeover, which is centred around ‘everyday luxury moments’, is positioned to broaden the appeal of the brand. It will play into the desire of millennials to live in the moment and enjoy every day through unique and authentic experiences they can participate in, as well as share online to give them social currency, the General Mills-owned brand explains.

Sam Bompas, founder of Bompas & Parr, says, “Every design decision within ‘My Extraordinary Life by Häagen-Dazs’ is geared to create the ultimate luxury ice cream content for followers’ hungry eyes to celebrate the new exciting brand aesthetic and direction that Häagen-Dazs are taking.”

Arjoon Bose, UK and Northern Europe marketing lead for Häagen-Dazs, adds, “We are thrilled to have Bompas & Parr curating ‘My Extraordinary Life’ which will serve as a key milestone to reset our future brand direction in the UK.”