Space launches Häagen-Dazs fashion campaign in Germany

Häagen-Dazs Germany and creative agency Space has launched a multi-channel, fashion-led campaign to further strengthen the brand’s positioning within fashion and lifestyle.

The campaign, running throughout the summer, highlights two new Häagen-Dazs flavours within the Fruit Obsessions range; Zesty Lemon & Mandarin and Juicy White Peach & Raspberry.

Building on the brand’s new global idea “Don’t Hold Back”, Häagen-Dazs has partnered with ABOUT YOU, the fifth largest online fashion retailer in Germany, to encourage the Häagen-Dazs audience to feel confident, empowered and free to express themselves, especially through fashion.

Working with four fashion and lifestyle Influencers; Toni Dreher, Viky Rader, Justine Schlütter and Louisa Brueg, Häagen-Dazs and ABOUT YOU took inspiration from the two new flavours to create “Don’t Hold Back” looks. Each look featuring a bespoke fashion item designed and curated by German fashion and textile artist Paula Kunkel with each item available to win via a social media competition. With a combined reach of over 700k followers on Instagram, each of the four Influencers were chosen to embody the ‘Don’t Hold Back’ attitude and spirit.

The campaign, concentrated across four main cities in Germany (Berlin, Hamburg, Munich and Frankfurt), features Out of Home, Social and Digital all using ‘Don’t Hold Back’ messaging to inspire their audience to live in the moment when it comes to fashion and ice cream. It launches with an integration on ABOUT YOU’s channels including their shops, website, newsletter and social media.

The work runs throughout the summer and is supported with a series of further Influencer-led challenges encouraging consumers to create similar ‘Don’t Hold Back’ looks as featured in the campaign, all inspired by their top Summer flavours.

Originally intended to be a brand experience-led campaign centred around Berlin Fashion Week and other key cultural events in Germany, Häagen-Dazs and Space adapted the campaign to focus on influencers creating experiences on mobile and at home due to the impact of Covid-19.

Space worked in partnership with Mindshare on media planning and buying, Elbdudler on digital display asset creation and H&K on PR. ABOUT YOU provided the fashion outfits and items, as well as the four Influencers featured in the campaign.

“Don’t Hold Back is about empowerment and self-expression. What better way to do that than through fashion? With our summer campaign, we want you to enjoy summer with the best ice cream but also have the confidence to try new styles and not be afraid to enjoy every moment.”
A Häagen-Dazs spokesperson

Sean Kelly, Associate Director at Space, said “It’s a pleasure to continue our 3-year partnership with the Häagen-Dazs team in Germany. Fashion resonates strongly with the Häagen-Dazs target audience, it gives them an opportunity to be inspired but also express themselves. As a team alongside our agency and client partners, we’ve worked hard to move away from a live experience first campaign to create culturally relevant moments for the audience.”

This will be the third year Häagen-Dazs Germany and Space have worked in partnership to drive relevance by associating the brand with fashion. During this time, the brand has experienced over 25% growth, making it the fifth biggest ice cream brand and the fastest growing premium ice cream brand in Germany.

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