Alexis BrittHäagen-Dazs Single Page AdWNM 210, Spring 2012

Company Research: General Information

About Häagen-Dazs

Competitors

Company PhilosophyIt started out just as an idea in the 1920's

by Mr. Rueben Mattus who worked at his mother's ice cream parlor. He had the passion and desire to produce the finest ice cream available, he insisted on using only the finest, purest ingredients.

Häagen-Dazs started out with only three flavors: vanilla, chocolate and coffee. But Mr. Mattus' passion for quality soon took him to the four corners of the globe. His unique ice cream recipes included dark chocolate from Belgium and hand picked vanilla beans from Madagascar, creating distinctive and indulgent taste experiences.

The Häagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise. Without the benefit of advertising the story of an incredibly rich and creamy confection spread rapidly. It was an immediate success, and its popularity led to a rapid expansion of Häagen-Dazs shops across the country.

To this day, Häagen-Dazs remains committed to developing exceptional new super premium frozen dessert experiences, releasing new flavors every year.

The philosophy of Häagen-Dazs is simple: find the purest and finest ingredients of the world and craft them into the best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is demanding as it is uncommon. And it is the reason why the brand

has epitomized fine ice cream for half a century.

Ben & Jerry'sColdstoneBreyer'sDouble RainbowBlue BellMagnum"Mom & Pop" ice cream shopsFrozen yogurt shops

Company Research: Demographics

Summary

Age Breakdown

Income Breakdown

Gender Breakdown

Educational Breakdown

1. 90% of American households consuming 1.58 billion gallons each year, averages out to 48 pints per person.

2. Target age range around 18-503. Slightly more female consumers than

male consumers.4. Familar with social media, smart phones,

computers, and the internet.5. Enjoy trying new things, but once they

find something they like they tend to stick with it.

6. Environmentally conscious and tend to look for healthier products all while not sacrificing premium ingredients.

54%

64%

28%

52%

33%

15%40%32%

14% 22%

46%females

some college/ college graduate

no college

$30,000 - $60,000

18-35

36-45

45+ $70,000 - $100,000

$100,000+

post-secondary degree

males

Word List

pink

comfort

indulgence

traditional

conscious

value

pride

distinctive

flavorful

creamy

cold

desire

tub

pint

spoon

dish

flavor

girls

birthday

treat

luscious

sensual

class

youth

young

fresh

pure

clean

natural

goodness

refreshing

bliss

delectable

commited

dedicated

sustainable

authentic

rare

unique

wonder

exclusive

savor

growth

pride

creative

longevity

relationships

romance

melting

combination

new

special

occasion

familar

favorite

unwind

childhood

happy

sad

emotional

healthy

memory

memoriable

fluffy

curves

sensual

blanket

sofa

friends

family

love

joy

picnic

parties

sunny

warmth

calm

airy

exclusive

enticing

tease/temptation

driven

shape

passion

creativity

gourmet

ellusive

superior

consistent

exotic

worldly

pleasure

Three Words

tradition

conscious

distinctive

nounthe transmission of customs or beliefs from generation to generation

adjectiveaware of and responding to one's surroundings; awake.

adjectivecharacteristic of one person or thing, and so serving to distinguish it from others

Mood Board: Competitors

Mood Board: Colors

Final Ad - 1

last berry standing

made like no other

Häagen-Dazs Strawberry

Before we launched our Strawberry, we searched six long years to find the perfect variety of berry.

And only the Pacific Northwest berry was worthy.

Pure.

Intense.

And found nowhere else.

last berry standing

made like no other

Häagen-Dazs Strawberry

Before we launched our Strawberry, we searched six long years to find the perfect variety of berry.

And only the Pacific Northwest berry was worthy.

Pure.

Intense.

And found nowhere else.

Final Ad - 2

First Critique

strengths opportunities• image• graphic elements• color choices

• apply approved content text more into imagery

• stonger heirarchy • spacing between lines should

have a purpose

Three Words - Revised

venture

distinctive

savor

nounfound after a long process

adjectvieprized and worthy of Häagen-Dazs brand and customers

verbworth the wait, enjoy your moments with this heavily sought after flavers

Before we launched our Strawberry, we searched six long years to find

the perfect variety of berry.

And only the Pacific Northwest berry was worthy.

Pure. Intense. And found nowhere else.

last berry standing

made like no other

Häagen-Dazs Strawberry

Final Strawberry Ad

Pure, colorless mint extract.

Mint in it’s most natural form.

Cream, sugar, eggs

and dark chocolate are then added.

The result is found nowhere else.

pure mintloathes green

made like no other

Häagen-Dazs Mint Bar

Final Mint Ad

made like no other

last berry standingBefore we launched our Strawberry, we searched six long years to find

the perfect variety of berry.

And only the Pacific Northwest berry was worthy.

Pure. Intense. And found nowhere else.

Häagen-Dazs Strawberry

Final Strawberry Ad - Full Page Spread