Nestle Brand Launches Integrated Marketing Campaign
The Haagen-Dazs brand will formally introduce seven flavors of gelato – Stracciatella, Sea Salt Caramel, Dark Chocolate Chip, Limoncello, Black Cherry Amaretto, Vanilla Bean and Cappuccino – to consumers in the United States through an integrated marketing communications campaign that showcases the craftsmanship and richness of Italy, the decadence of gelato and the mystique of 'La Dolce Vita' – the sweet life.
"We are thrilled to be the first national super premium brand to offer gelato to our new and existing fans," Haagen-Dazs Brand Manager, Cady Behles, says. "Our goal was to create a campaign that captures 'La Dolce Vita' and immerses our fans in the Italian culture through sight, sound and, of course, taste."
To celebrate the nationwide launch, Haagen-Dazs Gelato will be featured in television, print and digital advertising as well as public relations, point of sale materials and a social media-driven consumer promotion.
The campaign will begin with four television commercials that honor the passion Italians have for life and everything that comes with it. All four commercials – Argument (:30), Stracciatella (:15), Limoncello (:15) and Cappuccino (:15) – can be viewed on the Haagen-Dazs YouTube channel. The campaign will air on networks such as Travel Channel, Food Network and HGTV.
The passion that the Haagen-Dazs brand has for craftsmanship also takes center stage in a series of artistic print and digital ads that will be featured in national consumer media outlets such as Food & Wine, Martha Stewart Living, Real Simple, Pandora and TastingTable.com. Each ad will pair a Haagen-Dazs product with a uniquely crafted item such as an Italian leather shoe or a violin, and then dissect the ingredients and materials that are used to create each. In addition to the newly launched Haagen-Dazs Gelato, the ads will also highlight Haagen-Dazs Vanilla Chocolate Peanut Butter Ice Cream Bars.
To celebrate gelato's unique role in La Dolce Vita, the Haagen-Dazs brand has created L'Artista Della Serie, a multi-channel program that features a group of seven artists who were selected for their visionary approach to their craft. The artists journeyed to Italy in March and were tasked with immersing themselves in Italian culture, craftsmanship and perfect moments with the goal of bringing "La Dolce Vita" to life through unique, limited-edition works of art. Their creations will be unveiled weekly starting today, and will be given away to members of the Haagen-Dazs social media communities and fans of Haagen-Dazs Gelato throughout the summer.
For more on the artists featured in L'Artista Della Serie, please visit the #HDMoment Tumblr page at http://hdmoment.tumblr.com, where you will find bios, photos, Tweets and other content from the artists as they traveled through Italy and began work on the limited-edition art. The Haagen-Dazs brand will also support L'Artista Della Serie through other social channels including Facebook, Twitter and Instagram.
This summer, one consumer can follow in the footsteps of the artists from L'Artista Della Serie for the ultimate Italian immersion. Beginning in May, consumers can log on to Twitter and use the hashtag #Twitaly to post a review of the new Haagen-Dazs Gelato flavors. One reviewer will win an all-expense paid trip to Italy to experience the country's finest sights and sounds, including a tour of the beautiful Italian countryside, a stop in ancient Rome, courses on how to make Italian gelato and much more.
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