Last year, Häagen-Dazs unveiled its new brand campaign, “That’s Dazs,” reimagining ice cream snacking into a luxurious fantasy. The agency behind the campaign, Cartwright, recently turned that fantasy into a reality by transforming a New York City bodega into a ‘grammable ice cream speakeasy.

“Rose & Reuben’s Bodega,” named after the brand’s founders, brought Häagen-Dazs back to its Bronx roots with a pop-up shop in the New York City borough. The experience launched the brand’s new “City Sweets” ice cream flavors, including Dulce de Leche Churro, Black & White Cookie and Chocolate Peanut Butter Pretzel, which visitors could find populating the stylish aisles of the almost-typical looking corner store. 

What's more, a phony freezer door led tastemakers, influencers, partners and walk-ins to a secret club, decked out in trendy ‘60s style to commemorate the Häagen-Dazs’ history and the new line’s packaging. The brand enlisted Brooklyn-based artist Jade Purple Brown to design the wavy, multicolor packaging, which splashed onto the bodega’s walls and decor.

“'That’s Dazs' speaks to a new definition of what luxury is today—one that is approachable and less mired in gold leaf and the trappings of exclusivity,” explained Keith Cartwright, chief creative officer of Cartwright, in a statement. “There is nothing more luxurious than the sensual experience of eating Häagen-Dazs – but it doesn’t mean you need a silver spoon. We created the Bodega to bring to life the new ethos of how luxury is where you are when you are open to experiences.”

The “That’s Dasz” brand campaign will continue to run through the summer with broadcast advertising, out of home, print and social content tied to its new, indulgent identity.