Insight and Targeting

General Mills: Using Psychological Type to Focus Häagen-Dazs

Situation

Häagen-Dazs had lost its way through under-investment, over-promotion and strategic zig-zagging. The big question was: how to make Häagen-Dazs iconic once again?

Action

Working with a psychologist, CSC used Myers-Briggs personality-typing to identify a refined positioning for Häagen-Dazs. Extensive research was conducted to verify the hypothesis and develop a deep understanding of the target consumer.

Result

The depth of insight from MBTI gave the brand team and partner agencies renewed confidence and understanding of the consumer. The resulting  marketing strategy and campaign resulted in a 25% sales uplift.