The Brief

Launch Häagen-Dazs’ festive flavours over the Christmas period and of course, drive sales.


General Mills

Häagen-Dazs — Real Moments

How can an ice cream made only from real ingredients bring real meaning to Christmas?

Our Approach

Every Christmas, Häagen-Dazs launches a few festive flavours, served in pints or as special desserts in its retail stores across the region.

But more often than not, these flavours will be introduced to consumers in a tactical manner, with little brand messaging.

So for our first Häagen-Dazs project with General Mills, we wanted to do a little bit more.

At the heart of Häagen-Dazs are 100% real, high-quality ingredients that not many people know about. On the flipside, modern-day Christmas isn’t all that real anymore. From a season all about sharing, it has become about gifting.

So with all that in mind, we traveled across 3 countries, brought couples together, told a few real, meaningful stories and ate too much ice cream.


The Results

A 250% increase in sales of Häagen-Dazs’ festive flavours over the campaign period, compared to 2014.

Over 5 million video views across Singapore, Malaysia and Thailand.

29,530 microsite sign ups for the activation. All available slots were taken up within 24 hours.

• General Mills Global Best Marketing 2015