Ice cream brand Häagen-Dazs has unveiled its latest experiential campaign, the Häagen-Dazs Flavour Club, designed to champion alternative entertainment during the busy summer of sport.
From 29 June to 12 August, sports-free activations from the brand will appear in Manchester, London, and Edinburgh to bring together people who aren’t as enthused by the upcoming sporting season.
The Flavour Club will offer a “vibrant, high-energy atmosphere” that embodies the brand’s #Don’tHoldBack ethos, and mission to “bring the joy to summer by focusing on scoops, not scores”.
Bringing back its Disco Ice Cream Van, the experiences will feature DJ sets and entertainment performances each day, from drag queens and stand-up comedians to marching bands. Consumers can also relax on Häagen-Dazs’ Field, where they can challenge friends to classic lawn games or soak up the sun on picnic chairs.
Visitors will also get the chance to sample the brand’s latest snack-size launch, Häagen-Dazs Bites, which are available in Salted Caramel and Chocolate. They are said to cater to a growing demand within the snacking segment for bite-size ice cream products, with the category seeing 69% sales growth over the past two years.
Nicole Whelan, Head of Brand at Häagen-Dazs UK, said: “We are thrilled to launch the Häagen-Dazs Flavour Club across the UK this summer to offer Brits some fun in the sun, as we know sport isn’t everyone’s flavour. Our goal is to create a sanctuary of indulgence for those who want to escape the sports frenzy and simply enjoy the finer things in life. The Häagen-Dazs Flavour Club is all about celebrating the nation’s passion for ice cream, creating a team that everyone can back, whilst bringing people together to create unforgettable summer memories.”
The campaign will be supported through social activity and local targeted OOH across the UK, creating an occasion for retailers to amplify a premium ice cream selection in line with the seasonal activities.
