HÄAGEN- DAZS

Häagen-Dazs is an international ice cream brand that competes in the premium segment boasting a perceived image renowned for its quality and sophistication. In 2019, the company embarked on a journey to reposition the brand in an effort to broaden its consumer base. Häagen-Dazs held a strong position in the senior segment, offering a value proposition centered on Luxury & pleasure and began to evolve towards the concept of Everyday made extraordinary, focusing on attracting millennials and the Z generation. This involved changing the design of its franchised ice cream parlor chain, redesigning its packaging, boosting its Instagram presence, etc. Some doubts arose about certain innovations, the brand’s acceptance by the Zs, and the distribution strategy.