Häagen-Dazs delivers stunning campaign to launch Amazon’s Original movie Cinderella

Häagen-Dazs has collaborated with Prime Video across regions including Europe and Asia to bring consumers an elevated experience of Kay Cannon’s Cinderella – a musically driven new take on the classic fairy tale. 

Taking the story beyond the big screen, Space has delivered a global toolkit and created a top-tier bank of co-branded social and digital assets for the partnership. Featuring a hero video and multiple character and product focused assets, Space has brought Häagen-Dazs’ brand identity to life through the vibrant modernisation of a classic tale. 

UK premiere in London on 2 September 2021 at Everyman Cinema Broadgate will have a “Don’t hold back” theme and be attended by cast members and influencers ahead of the title landing on the streaming platform on 3 September.  

The co-branded banners and e-commerce displays will feature across Amazon Prime and Fresh in the UK for a month as well as themed content across social media platforms. Influencer marketing campaigns will run across Southeast Asia, India and the UK, partnering creators who embody the “Don’t hold back'” ethos of the brand and the film’s protagonist Ella, played by Camilla Cabello. 

The campaign is a continuation of ice-cream brand’s ‘Don’t hold back’ brand concept which was developed by Forsman & Bodenfors.  

"Häagen-Dazs has created the global platform, 'Don't hold back', which not only guides us in everything we do as a brand but is also an inspiration for our consumers to live life to the fullest. To get caught up in the moment and not worry what others might think or try to fit in. It's an inspiration to be the real, unfiltered you. The modern retelling of the Cinderella movie explores these themes and showcases how being true to yourself and not holding back can lead you towards achieving your dreams, which is why Cinderella was such a compelling opportunity to collaborate with a global pioneer like Prime Video across their ecosystem not to mention our iconic ice cream is the perfect accompaniment to in-home cinema moments."
General Mills Spokesperson

This press release has been adapted from its original version, first published by Campaign Magazine alongside Capture Communications.

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