Häagen-Dazs launches the Häagen-Bar to support new ‘Love the Mix’ campaign

Luxury ice cream brand Häagen-Dazs has launched a new pop-up experience, ‘Häagen-Bar,’ which combine 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,” which inspires people to live life to the fullest and to get caught up in the moment. The new “Love the Mix” message highlights mixing as a way of living and expressing oneself.

London-based creative agency, Space, has delivered the brand experience activity, PR and social campaign, which supports the introduction of the new cocktail-inspired ice-cream flavours, like Lime Mojito Sorbet and Piña Colada.

Space’s social media campaign was tailored for Facebook and Instagram feeds and stories. Combining 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.

“The new cocktail range see two worlds collide and through the lens of the Love the Mix campaign the Häagen-Bar captures the joyous, luxury nature of the brand. As we continue our partnership with the Häagen-Dazs global brand team we hope to see consumers enjoying the summer with an ice cream in one hand and cocktail in the other,” says Sean Kelly, associated director at Space.

“To celebrate the release of our new cocktail flavours, we wanted to give people something to celebrate with. The assets and our wonderful mixologists have all come together to help start the ultimate party of this summer,” says Alice Hodgson, global assistant brand manager of Equity & Shops at Häagen-Dazs.