Saying I love you with Häagen-Dazs 'Twinkle Twinkle Little Wishes' themed ice cream mooncakes

Have you ever wished upon a star? Did your wish come true? This Mid Autumn Festival, Häagen-Dazs takes you to an amazing journey to the stars and dreams with its fantastic debut of “Twinkle Twinkle Little Wishes” themed collection of ice cream mooncakes.

The Moon Festival is a season to celebrate the reunion of family and friends. “The ongoing pandemic and distancing measures have brought many challenges to our daily lives, but they have helped us refocus on more important things in life, for instance, to be more caring to other people. Therefore we would like to take the chance to encourage everyone to send heartfelt wishes to their loved ones this Mid-Autumn Festival. And to add sparks to this wonderful occasion, we have specially invited the new shining star, Keung To, to launch our first-ever collaboration this year.” said Henry Ho, head of marketing at Häagen-Dazs for Hong Kong and Taiwan. 

He further explained, “Turning from a nobody to a recognised well-known artist, Keung To is living the dream of many youngsters and his success has become a bright light for people of all ages. So it is a great opportunity for us to invite this beloved star to endorse our 'Twinkle Twinkle Little Wishes' mooncake collection, offering fans and families a one-of-a-kind journey to dream and express love to each other.”

To make the most of the journey, Häagen-Dazs has once again joined hands with its close working partner Purple Cow Communications to roll out a series of TVC and print ads, featuring how Keung To takes tempting bites out of the mooncakes and grabs the stars from the starry night sky. What’s more, two limited edition sets of Keung To Special Collection of ice cream mooncakes, “Gleaming Moon” and “Shining Star”, were released.


“I am always confident of Häagen-Dazs product quality, believing its irresistibly delicious mix of flavours could gratify the taste buds of every ice-cream mooncake lover. However, this year we have to take one step further to stand out from the competitors and generate free publicity using press coverage as well as viral marketing on social media. But how? Our answer is to capture the heart of 'Keung Tongs' (Fans of Keung To)! After rounds of discussion, we decided to make the best of the gift boxes.” said Owen Au Yeung, managing direction of Purple Cow Communications.

The special collection was eventually presented in decently designed metal gift boxes with Keung To’s appealing facial expressions and “So I say I love you!”, the lyrics of his best known solo song, imprinted on the boxes.

“In sync with our brand motto of 'Don’t hold back', we take the bold step of launching this all-new Keung To Special Collection. No sales data information for reference is available. Exceeding our expectations, all products were sold within just an hour!” said Ho.

The gift boxes soon became a coveted must-have item for collection and served as a perfect gift to express love to the beloved. “Contrary to what many people believe, big noise is not the only key element to a successful marketing campaign. We believe paying attention to details and tapping into customers’ emotions are even more important. That’s why we have strategically picked Causeway Bay, formerly named as 'Keung To Bay' for launching our outdoor advertisings; and imprinted Keung To’s well-known song lyrics on the gift boxes to capture the hearts of the fans,” explained Au Yeung.

Winter comes after the Mid-Autumn Festival. Häagen-Dazs will not back off in this so-called off-season. “You may think the demand for ice cream is very seasonal. But what we believe is ice cream can be a dessert for all seasons. To achieve so, we keep exploring new ice cream products that tie in perfectly with the winter occasion. Riding on the heels of last year's success, we will continue to work with other labels and launch special sets like party kits, ice cream fondue to help boost sales. Stay tuned!” Ho concluded.

This article is sponsored by Häagen-Dazs.