Häagen-Dazs introduces new campaign and first ever Brand Ambassadors

MANILA, Philippines — Building on the success of its “Slow Melting in Progress” campaign launched in 2009, Häagen-Dazs affirms itself as the icon of luxury ice cream with its new global campaign “Anticipated Like No Other”. As oppose to focusing solely on indulging in well-deserved quality time, the campaign highlights what comes before ?the prelude and the anticipation that heightens the pleasure of the experience. Watch related video

With uncompromising product quality being central to the Häagen-Dazs experience, the new campaign plays on the rich quality of the ice cream (the finest ingredients and minimal air make for luxurious ice cream that’s so dense, it takes longer to melt) and how, much like those precious moments in life, waiting only makes the moment of indulgence that much sweeter.

“Häagen-Dazs created the luxury ice cream market and we’re constantly looking for ways to engage our consumers. Our new campaign provides us with a rich and innovative communication platform to showcase Häagen-Dazs at its best,” says Brand Manager Cathy Castro. “All markets across Asia have great plans for rolling out the “Anticipated Like No Other” campaign, and naturally, the Philippines is not one to be left behind.”

No, not likely indeed. Together with the launch of its latest campaign, Häagen-Dazs Philippines is also announcing a first. “That’s the big news that we’re all excited about. We’re actually the first market in the region to have Brand Ambassadors for a campaign,” Castro points out, “and the first to name a guy as one of the ambassadors. We thought that the best way to effectively convey the campaign’s messages is to put a local face to the brand, individuals who embody it and who the market can relate to.”

Multi-hyphenates Georgina Wilson and Phil Younghusband are set to take on the super premium ice cream brand’s campaign. Both know the brand intimately, being actual Häagen-Dazs consumers, and are well versed about the campaign’s driving concept. These two celebrities also belong to the target market the brand wants to capture ?the twenty something professionals who subscribe to a dynamic lifestyle and who are driven at what they do, but understand the importance of indulging in well-deserved personal pleasures with Häagen-Dazs at the center of the experience.

“Anticipation is a huge part of getting the most out of an experience,” says Georgina. “With the kind of grueling schedule I have, I think I’m entitled to little luxuries once in a while. I’m a huge ice cream fan (Häagen-Dazs favorites include Belgian Chocolate, Green Tea and Strawberry) and like to enjoy this either by myself or with the people I care about. These are sacred moments I look forward to, prepare for and anticipate, which of course, do wonders in intensifying the satisfaction I derive from it.”

Footballer Phil (he’s an Azkals striker), also knows a thing or two about anticipation. “There’s really something about waiting for that special moment to arrive ?the fulfillment and pleasure that comes after becomes even more rewarding,” he shares. “After going through a particularly tough day, knowing that a treat (Häagen-Dazs Vanilla is his top choice) or a favorite ritual (like dining out with family or friends) awaits pushes me to really do well.”

Castro concludes, “What Häagen-Dazs’ new campaign communicates is the rediscovery or creation of those sacred moments that you can call truly your own. The brand wants people to see the value of the process involved in these intimate rituals and why anticipation is something that everyone needs to appreciate a bit more—as it heightens the pleasure you experience after.”