Häagen-Dazs melting slowly

• Häagen-Dazs launches campaign
• Targeted at professional females
• WOM & TBWA Malaysia

Regional - Häagen-Dazs has embarked on a new branding and marketing campaign to emphasise its position as the super premium ice cream brand in Singapore and Malaysia.

With the tagline ‘Slow Melting in Progress', the campaign is targeted at female professionals in their 20s -30s who are "engrossed with their profession and family and tend to forget themselves in the process, neglecting to pamper themselves."

The ‘Slow Melting in Progress' theme is supported by radio, print and out-of-home channels and is supported by its public relations agency, Word of Mouth Communications and advertising agency, TBWA Malaysia.

In conjunction with this branding campaign, Häagen-Dazs is launching its Autumn/Winter 2009 flavour, Dark Chocolate Orange. At all 14 Häagen-Dazs outlets, the kitchen has created special limited edition creations to highlight the ‘slow melt' element that can be found within Häagen-Dazs ice-cream.

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