INTERACTIVE; AD AGE CYBER CRITIQUE OF THE WEEK: HAAGEN-DAZS' DREAM SITE

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HAAGEN-DAZS

www.haagen-dazs.com

WHAT'S THERE: This is a mood-oriented marketing site. The colors are creamy, most of the text is stylized and italicized, and the overall effect is to lull you into a craving.

This is not Baskin-Robbins, in other words. There are no clown-shaped ice-cream treats here.

The Haagen-Dazs cafe lets you choose your own adventure, leading you into interactions that could fit into a Bogart film. The sections full of "daydreams" and Haagen-Dazs "moments" are a little over the top, but then again, so are the products themselves. They don't call part of the site "Indulgences" for nothing.

Are consumers going to spend time here? Does the product have that kind of community behind it, or will the site help build a brand-related community? Time will tell.

One question remains, however: When Haagen-Dazs says it's giving away a year's worth of product, does it recognize that for a lot of people, a pint of ice cream is a single-serving container?

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