Häagen-Dazs is throwing £5m behind its core offerings, including a £400,000 TV and poster campaign for new variant Dulce de Leche.
Breaking next week, the new TV creative follows the theme of ‘Let your tongue travel’ to back the Latin American-inspired variant and will be the prequel to a more concerted push behind the whole range.
Mark Elderkin, senior marketing manager at Häagen-Dazs, acknowledged that the
push had been designed to turn around a disappointing performance over the last year.
The Grocer’s most recent Top Products survey (December 13, 2003) showed that sales of the Häagen-Dazs brand had nosedived by more than 10% in the year to October 4, according to figures from Information Resources.
“Häagen-Dazs is still the UK’s bestselling luxury ice cream but we need to do more to reaffirm our position as the super-premium category architect and encourage consumers to rediscover the brand and product,” said Elderkin.
Breaking next week, the new TV creative follows the theme of ‘Let your tongue travel’ to back the Latin American-inspired variant and will be the prequel to a more concerted push behind the whole range.
Mark Elderkin, senior marketing manager at Häagen-Dazs, acknowledged that the
push had been designed to turn around a disappointing performance over the last year.
The Grocer’s most recent Top Products survey (December 13, 2003) showed that sales of the Häagen-Dazs brand had nosedived by more than 10% in the year to October 4, according to figures from Information Resources.
“Häagen-Dazs is still the UK’s bestselling luxury ice cream but we need to do more to reaffirm our position as the super-premium category architect and encourage consumers to rediscover the brand and product,” said Elderkin.
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