Luxury ice cream brand Häagen-Dazs has announced the launch of a new pop-up experience called ‘Häagen-Bar’. The pop-up locations, currently in France and Spain, combine two of life’s greatest indulgences: ice-cream and cocktails. The activation is part of the brand’s new campaign “Love the Mix”, that celebrates mixing the unexpected.

This idea is one part of a continuous campaign under the global concept “Don’t Hold Back”. An inspiration to live life to the fullest, to get caught up in the moment and to be the real, unfiltered you. Staying true to this motto the brand lives by, the new “Love the Mix” message highlights mixing as a way of living and expressing oneself, encouraging people to unlock these extraordinary moments of truly letting go.

The event sees the legendary brand team up with popular mixologists to promote Häagen-Dazs’s new cocktail-inspired flavours, Lime Mojito Sorbet and Piña Colada ice cream. The concept for “Love the Mix” was devised by advertising agency Forsman & Bodenfors, with the “Häagen-Bar” brand experience activity, PR and social campaign created and delivered by creative agency Space.

Mixologists such as Parisian bartender Anne-Lise will deliver serves incorporating the new cocktail range, while also running competitions and cocktail masterclass sessions.

Social media assets were also created by Space, tailored for Facebook and Instagram feeds and stories. Combining luscious, tasteful imagery from a freshly opened pint of Häagen-Dazs with stills of mixologists and the local Häagen-Bar venues, they aim to drive footfall and participation at the events.