The Ice-Cream Formerly Known As Haagen-Dazs Kick Starts 2018

The biggest rebranding in the history of the nearly 60-year young ice-cream maker Haagen-Dazs is underway and ready to surprise the UK market. The famous ice-cream maker owned by General Mills has rolled out the most audacious brand makeover in its history that includes fresh new packaging, logo, revamping over 800 global stores and a global advertising campaign to boot.

Haagen-Dazs’ vice president and marketing director, Jennifer Jorgensen explained: “The move was prompted by the marketer's recognized need to stay relevant for a millennial audience that prefers to engage with brands that share their values and have strong and relatable stories.”

“Basically, Häagen-Dazs' premium positioning gave consumers the perception that is was stuffy and classic, not modern and vibrant.”

"The world of luxury is changing. It isn’t as much about conspicuous consumption anymore, it’s more about craftsmanship, authenticity and the story behind the brand," she told Business Insider. "The brand just wasn’t representing what consumers wanted it to be anymore. We knew we needed to modernize."

Love Creative, a Manchester-based design firm, is in charge of Haagen-Dazs visual rebranding that would change the way the brand looks from its logo to packaging designed by a team of talented, up-and-coming artists from around the globe, including finnish artists Santtu Mustonen and Kustaa Saksi. Each of the 46 brand’s flavours will be given a brand-new look that better represents them in every possible instagrammable way. Saatchi & Saatchi London are the masterminds of Haagen-Dazs rebranding Advertising campaign with a running tagline “Make every day extraordinary.”

"Digital media is a key piece of reaching millennials today, and something we’re paying more attention to than before," explains Jorgensen, adding: "Our non-traditional media investments have grown tremendously."