With this category being an at-home purchase, ice cream sales benefited during the Covid-19 pandemic, when everyone was forced to stay at home. But the aftermath and the cost-of-living crisis that has resulted around the world sees luxury brands in the sector pushing harder to justify their purchase to consumers.
BBH’s task will be to help increase sales at double the predicted category growth rate.
“What we now need to do is to make sure that in a climate where it’s only going to get harder for people to justify where they spend their hard-earned pennies, that they understand what it is about Häagen-Dazs that justifies that spend,” Mines explained.
She added that the hope is that with BBH, a longstanding client/agency relationship can be built around an enduring idea and brand expression that will be developed over the years to come. It will also be adapted and activated across the brand’s ice cream parlors and shops in various countries around the world.
Recognizing the economic challenges consumers were facing, the brand released a new store design last year that represented a luxury experience, but on a budget.
Ahead of a planned rollout in spring 2025 with the new look, the brand will continue to produce marketing featuring its current positioning. The most recent activity featured French patisserie chef Pierre Hermé and macron-flavored ice creams, with a new line of flavors scheduled for release in the summer.
Karen Martin, CEO at BBH London, said in a statement: “Häagen-Dazs has a unique place in the creative legacy of BBH, and getting the chance to reconnect with such an iconic brand feels like an incredibly special moment. We share the same passion and vision for the work and can’t wait to get going, again.”
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