LOOK Häagen-Dazs launches largest campaign

Häagen-Dazs has launched the House of Häagen-Dazs campaign, said to be its largest campaign to date in all the key markets worldwide including Malaysia.The new House of Häagen-Dazs campaign was launched in conjunction with the introduction of the new Secret Sensations in a Pint range starting from June 2013.The campaign is aimed to create a brand experience to captivate consumers, in line with its brand philosophy of quality and craftsmanship."At the launch in Malaysia, we want to communicate our craftsmanship and luxury positioning through a carefully curated programme that elevates ice cream to a fine art and experience that engage with consumers emotionally and offer unexpected delights from Häagen-Dazs. Anyone can experience the luxurious House of Häagen-Dazs when enjoying our ice cream at any touch points from holding a mini cup or pint at home to carefully crafted creations at Häagen-Dazs shops," said Narubodee Wathanakom, head of marketing of Singapore, Malaysia, Thailand and Asia Distributor Markets.The campaign is promoted via print ads, TVC, out of home, social media and on-ground activations and is fully managed by Brandthink Malaysia.Prior to the launch, a contest called "Guess the Celebrity" was held on its official Facebook page.At the launch, the House of Häagen-Dazs TV commercials called ‘Seduction' and ‘Sensational Entrance' featuring Hollywood celebrity Bradley Cooper, were revealed.Secret Sensations in a Pint in different flavours.Secret Sensations creations served during the launch.Celebrity guests.Celebrity chef Sherson Lian and TV host Satira Diana.