- Ben Burrowes

Haagen-Dazs has embarked on a new branding and marketing campaign to emphasize its position as the super premium ice cream brand in key Asian markets like Singapore and Malaysia.

With the tagline "Slow melting in progress," the campaign is targeted at female professionals in their 20s and 30s who are "engrossed with their profession and family and tend to forget themselves in the process, neglecting to pamper themselves."

The "Slow melting in progress" theme appears in radio, print and out-of-home channels and is supported by its public relations agency Word of Mouth Communications and advertising shop TBWA in Malaysia.

In conjunction with this branding campaign, Haagen-Dazs is launching its autumn/winter 2009 flavor, Dark Chocolate Orange. At all regional Haagen-Dazs outlets, the kitchen has created special limited-edition creations to highlight the "slow melt" element that can be found within Haagen-Dazs ice cream.


Marketing Magazine Asia