Häagen-Dazs invented the premium ice cream sector in the 1980s and has been an iconic brand ever since. However, over time competitive pressure and strategic uncertainty meant it had lost leadership, direction and confidence. The brand was also suffering from falling consumer penetration.
Its once iconic advertising had become a series of lame jokes and price promotion was its only effective tactic. It was struggling to justify ongoing marketing support, despite the fact most consumers remembered the brand fondly and there was a hardcore base of loyal brand advocates.
There was an urgent need to find a consumer insight and strategy that would give the business renewed confidence to invest in the brand.