Simply the best - Häagen-Dazs launches bold, confident out of home campaign

To Press Releases listToronto, ON
May 27, 2013

Häagen-Dazs is set to unveil a bold marketing campaign reaffirming the iconic brand’s position as Canada’s leading super premium ice cream.

“Although we’ve continued to produce leading products year after year, Häagen-Dazs has taken a quieter approach in terms of consumer communication,” says Carm DaSilva, Marketing Manager, Häagen-Dazs. “It was time for Häagen-Dazs to resurface in a bolder, louder and more confident way – a way that truly reflects the brand.”

The campaign, developed by Publicis Toronto, is delivered through a provocative and confident tone that not only breaks down the barriers of typical past campaigns but also within the category. The campaign confidently reasserts Häagen-Dazs as the leader and standard of excellence in ice cream, reflecting qualities that resonate with both the brand and consumer – qualities like a desire for pure and simple ingredients, pride in craftsmanship, elegance, confidence and a passion for life.  

The new campaign reinforces the message that Häagen-Dazs is simply the best. The ads draw emotional comparison to other iconic images, landmarks and experiences that would be considered the best of the best – from the most iconic kiss, to the most elegant night light, to the most evocative instant message.

"For years, Häagen-Dazs has been the gold standard of ice cream. So much so, the brand name itself can be synonymous with all things, people, places, experiences that are seen as simply the best. We hope every Canadian can experience not only the Häagen-Dazs of ice cream but the Häagen-Dazs of whatever it is they are passionate about in life," says Duncan Bruce, EVP, CD, Managing Partner, Publicis Canada.  

The campaign launches today, Monday, May 27, featuring three creative executions, including giant Häagen-Dazs billboards and building wraps in the downtown cores of Toronto and Montreal and in high traffic areas of Vancouver. While this campaign marks the start of a bolder, more confident voice for Häagen-Dazs, consumers can expect this attitude to permeate all future interactions with the brand.

“We’re thrilled with the final creative execution,” says DaSilva. “Häagen-Dazs consumers know and love the brand, and it’s time to reignite the passion in the relationship between the brand and consumers.”

About Häagen-Dazs

Crafted in 1960 by Reuben Mattus in his family's dairy, Häagen-Dazs is the original super premium ice cream. True to tradition, Häagen-Dazs is committed to using the best ingredients in crafting the world's finest ice cream. Häagen-Dazs products are available around the globe for ice cream lovers to enjoy. For more information, please visit

About Nestlé Canada

Backed by more than a century of research and experience, Nestlé Canada's vision is to be the most trusted and respected food and nutrition company in Canada, bringing Good Food, Good Life to Canadians. Nestlé in Canada manufactures some of the world's most recognized and trusted brands, including NESTLÉ PROFESSIONAL, STOUFFER'S, LEAN CUISINE, NESQUIK, NESTLÉ GOOD START, POWERBAR, HÄAGEN-DAZS, KIT KAT, NESCAFÉ, NESTLÉ PURE LIFE, NESTLÉ DRUMSTICK and Nestlé Purina BENEFUL. Nestlé in Canada employs approximately 3,600 people in more than 20 manufacturing sites, sales offices and distribution centres across the country.