Space develops global campaign for Häagen-Dazs and Wonder Woman 1984

Häagen-Dazs has launched a new global creative campaign in partnership with the blockbuster movie Wonder Woman 1984, celebrating female empowerment and encouraging women with an inspiring call to arms: “Don’t Hold Back”. The movie was officially released in theatres and via streaming on the 25th of December in the US and via streaming in Asia and Latin America; in the UK on the 13th of January; and a staggered release in other markets throughout the world.

This exclusive global partnership between Warner Bros. and General Mills is the first of its kind for Häagen-Dazs, with activity coordinated across all the brand’s major markets. An integrated campaign created by creative agency Space ties together the Häagen-Dazs brand message for people to be their real, unfiltered selves through extraordinary moments, with Wonder Woman 1984’s call for women to be confident and unleash their inner and real Wonder Women.

The activity is set to take place at different times across various markets, post film release and into 2021. Much of it launched in and around Christmas starting with the Middle East and Latin America, followed by Korea and India, and then UK. #DontHoldBack will celebrate Wonder Woman’s iconic Empower Pose, encouraging women to take and share their own versions of the pose. Messages and poses will be amplified by influencers and UGC, creating a ripple effect throughout the markets from the day of launch.

The wide-ranging global campaign supporting the partnership includes advertising across Häagen- Dazs Shops and cinemas (where open), social media, influencer, brand experiences, sampling, instore, digital, OOH, and radio.

Wonder Woman 1984 Limited Edition packs have been created to launch in the UK and Germany on Amazon, as well as exclusively in UAE at the Wonder Station at the Mall of Emirates. Integrated with global advertising collateral, merchandise and product giveaways, and social media visuals and video assets, including a 25-second hero film.

In India, an Instagram Reels campaign called ‘Change the Label’ celebrates women who refuse the negative and stereotypical tags prescribed to them and define their own identities by not holding back.

In Latin America, influencers celebrated their wonder, inviting others to do the same using the Häagen-Dazs and Wonder Woman 1984 social filter. Coupled with impactful OOH comms, POS, a Revlon partnership, and sampling activity within cinemas.

Closer, in the UK, with the in-home entertainment launch on premium video-on-demand platforms, Häagen-Dazs & Wonder Woman are celebrating the release by ‘sticking it to January Blues’ even in lockdown. The activity plans to turn Blue Monday into a day of wonder and subsequently create  moments of joy for the entire week, from the 18th of January. Via a partnership with Deliveroo, thousands of households across London and Manchester will get surprise and delight Limited Edition Wonder Woman 1984-branded stick bar giveaways, giving consumers the perfect treat to accompany their in-home viewing of the new film whilst delivering on the brand’s moments of joy USP.

“At Häagen-Dazs, we strive to reimagine ice cream experiences through disruptive, immersive and joyful activations. This collaboration with Wonder Woman 1984 is a great example of that: a distinctly bold yet joyful experience for our consumers as we start 2021, with a cultural icon and protagonist who is a bold, empowered and authentic embodiment of the brand’s Don’t Hold Back spirit perfectly aligned to the movie’s theme of hope and upliftment. This partnership is a perfect match as our own brands also call on women to be their real and authentic selves.’’
A General Mills spokesperson

Sean Kelly, Associate Director at Space, adds: “This was an incredible opportunity to build a global campaign which unites two iconic brands in a first for Häagen-Dazs. We’re excited to see how each country is adding their own unique spin to celebrate and empower their audiences.”

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