Häagen-Dazs redefines 'luxury' with a new creative platform from Cartwright

The agency helped the ice cream reposition itself for modern-day consumers

Published On
May 11, 2021

Editor's Pick

A new brand campaign for Häagen-Dazs invites influencers and creators to define their idea of luxury, as part of a new creative platform bearing the slogan "That's Dazs." 

Created via agency Cartwright, the campaign includes a TV spot, digital, social, print, out of home and influencer programming, as well as a packaging redesign via by Chase Design Group. Together, they aim to communicate the idea that luxury can be found anywhere you are eating the ice cream; be that a city street, a bodega or on top of a stretch limo. 

The spot is directed by MJZ's Dexter Navy, who has previously directed for the likes of Travis Scott and A$AP Rocky. It has a sophisticated, music video vibe, featuring stylishly dressed individuals enjoying Häagen-Dazs in lively, vibrant settings. It will air on several major cable networks including NBC and ABC, as well as digital TV platforms. 

As well as the TV campaign, the platform includes a number of influencer posts on Instagram from artists, street photographers, dancers, mixologists and more, each one sharing their personal definition of luxury. They include the likes of @JadePurpleBrown, as well as @stylecrone and @editaurial. The Door is working on the social execution and influencer engagement.

Häagen-Dazs, owned by Froneri which took over Nestle's US ice-cream business in 2019, briefed Cartwright to reconceive its brand for today's market. “We created a multi-platform campaign that started with re-expressing the Häagen-Dazs brand in that magical moment when you are experiencing the luxuriousness of eating the ice cream,” explained Chief Creative Officer Keith Cartwright in a statement. “The campaign comes to life in rich and vivid colors from a diverse cast of influencers, artists and fashionistas that capture the essence of joy. It puts Häagen-Dazs at the center of cultural happenings in an authentic and timely vibe.”



May 12, 2021
Client :
Agency :
Chief Marketing Officer :
Bernard Tual
Global Marketing Manager :
Alicia Munday
Chief Marketing Officer :
Elizabell Marquez
Marketing Director :
Rachel Jaiven
Senior Brand Manager :
Meg Sutula
Associate Brand Manager :
Carey Valentine
Keith Cartwright
Creative Director :
Suzanne Sherwood
Creative Director :
Lydia Dunay
Creative Director :
Thiago Gripp
Art Director :
Chelsea Ceasor
Copywriter :
Taylor Whitelow
Head of Integrated Production :
Andrew Loevenguth
Head of Brand :
Marie Massat
Account Supervisor :
Carla Caban
Head of Strategy :
John Graham
Senior Strategist :
Aya Watanabe
Director :
Dexter Navy
President :
David Zander
Executive Producer :
Eriks Krumins
Head of Production :
Janet Nowased
Line Producer :
Karen O’Brien
Editorial :
Editor :
Chris Catanach
Executive Producer :
Lauren Bleiweiss
Producer :
Cayle Banz
Assistant Editor :
Roy Herbert
Color :
Absolute Post
Colorist :
Matt Turner
Executive Producer :
Belinda Grew
Conform / Post :
Lead Flame Artist :
Rob Ufer
Sr. Producer :
Stephanie Allis
Executive Producer :
Elexis Stearn
Mix :
Lime Studios
Mixer :
Loren Silber
Executive Producer :
Susie Boyajan
Midnight Magic :
Beam Me Up

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