3/17/2023 0 Comments Deviate hides vanillaFrom reimagining the logo to streamlining the interiors of its ice cream shops, all aspects of the new brand are designed to chime with an Instagram-friendly millennial aesthetic. The brief for the new visual identity was “Instagrammable”, a term the Häagen-Dazs team talk about constantly. You don’t want to be unattainable and I think that’s where we got to a little bit in the past. Working with Manchester-based Love Creative, the agency Häagen-Dazs brought on board three years ago to manage the brand refresh, the business is in the process of rolling out its revamped packaging, communications strategy and in-store experience across its more than 800 ice cream shops worldwide. But you know what, we can’t let that happen to this brand.”ĭescribing the ice cream giant as the jewel in parent company General Mills’ crown, Jorgensen and her team interpreted this consumer reaction to Häagen-Dazs as a “rallying cry” for a brand revival, firmly focused on capturing the attention of a millennial audience. “With so many of super large iconic brands suddenly dropping, it’s really a scary time as a marketer as there’s so much disruption happening. “To have the younger generation saying ‘that’s for older people’, that’s a terrible place to be in the FMCG industry,” she states. It does not matter if you source the best ingredients or create the most luxurious taste, if millennials think your product is something their mum would buy it’s the “kiss of death” for any brand, according to Jennifer Jorgensen, vice-president and global brand director of Häagen-Dazs. Especially for a brand that’s supposed to live in the “super premium luxury space”.
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