Don’t hold back! Unlock new possibilities and stay cool with Häagen-Dazs

Staying cool is more than a style, it is a reflection of attitude and the courage to try something new. Daring to go against all odds, Häagen-Dazs has launched its Diamond Social campaign, highlighting and boosting the sales of two new limited-edition flavours within the Ice Cream Stickbar range: Green Tea & Lemon Stick Bar (Frozen Confection) and Strawberry & Green Tea Ice Cream Bar.

The campaign, running throughout March and April 2024, encourages the audience to “Stay Cool” and be like no other. By rolling out two fresh, unusual yet surprisingly detectable flavour combos, consumers are inspired to embrace new possibilities and express the “coolest” and authentic selves.

To make it come alive, Häagen-Dazs has specially invited the local emerging star, Nancy Kwai, who embodies the same attitude and spirit, to endorse the new launch. By reinforcing the catchy hashtag of #StayCool, giving different cool tips and inviting the audience to accept various exciting challenges, the celebrity endorsement has successfully created a positive momentum across online platforms and social media.

To further generate buzz, a limited-edition tote bag and a series of Instagram “Stay Cool” stickers are specially developed. Consumers are encouraged to join Kwai together to mix and match their own Y2K cool styles, in both real and virtual worlds, making the campaign more entertaining and shareable.

Beyond this influencer partnership, Häagen-Dazs has also collaborated with LANEIGE, a Korean beauty brand that shares the same fresh image and commitment to innovation, to offer joint promotions and incentives to help boost sales.

Furthermore, a social media contest has been hosted to drive engagement and entice the audience to share in exchange for a reward – a kit including Häagen-Dazs ice cream stickbars and a newly launched sleeping mask from LANEIGE.

This has not only made the content go viral, but also given consumers an opportunity to enjoy the best of both worlds and express their real selves in whatever way they prefer. Like pairing fresh fruit flavours with the grassy and mellow green tea flavour, Häagen-Dazs wants to empower everyone to make the bold move of stepping out of the ordinary, trying new styles and redefining what it really means to be cool.

“We are thrilled to continue our partnership with Häagen-Dazs, our long term and valued client, for the new limited-edition product launch. Endorsing Kwai, a new and rising star who perfectly matches with the Y2K style and ‘Stay Cool’ essence of the new products, is no doubt a bold step. It is always cool to explore and attempt a new try!” said Owen Au Yeung, managing director of Purple Cow Communications.

This article is sponsored by Purple Cow Communications.