Häagen Dazs keeps its cool
Staying in front with innovation
Häagen-Dazs knows what consumers are looking for when it comes to ice cream. As category-leader, Häagen-Dazs has built a reputation for quality, rich ice cream that we’ve come to depend on for indulgence.
But as newer, smaller and more niche players began entering the premium ice cream market, consumers’ attention and excitement began to spread thin. To stay in front of the pack, Häagen-Dazs innovated within its portfolio.
Innovation starts by empathizing with the consumer.
What kind of experience are they seeking? Where, when and how are consumers using the product? What needs are they trying to meet?
For frozen novelties, a number of factors play into consumers’ decision making process. Flavors, size and functional benefits are drivers for trying new types of frozen treats, according to a recent study by Mintel*. However, the most popular driver for frozen treats across all demographics (but especially with younger consumers) is the search for new textures.
Enter Häagen-Dazs exträaz.
Recognizing consumers’ desire for layered sensory and multi-textural experiences, this innovation sub-brand combines the signature rich Häagen-Dazs ice cream with carefully chosen ingredients to heighten the sensorial experience.
Bridgemark’s design was inspired by this tactile combination of ingredients. The right creative tension was needed to balance multi-textural nature of this sub-brand with Häagen-Dazs’ heritage as a crafted and refined expert. Taste appeal was also at the forefront for connecting with the millennial target who chooses products that are sociable and share-worthy (Remember, “Insta, or it didn’t happen”), even if they're indulging by themselves.
The result is a design system that is very true to the Häagen-Dazs DNA: choosing the finest quality ingredients to elevate and create the best experience.
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*Mintel, Ice Cream and Frozen Novelties - US - May 2019, p. 52