How Häagen-Dazs Aims to Return to Its Glory Days With BBH

Publicis-owned BBH was named as its global creative agency, with a new brand platform and identity planned for 2025

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The older we get, the more we look to reclaim our youth, and that is certainly true of luxury ice cream brand Häagen-Dazs, which aims to recapture past glories with the reappointment of BBH as its global lead creative agency.

The agency originally worked with Häagen-Dazs in the 1990s, creating its first risqué TV advertising campaigns, “Dedicated to Pleasure” and “Heat,” which showed how the brand could feature in some couples’ foreplay techniques.

That initial campaign, according to General Mills, saw an annual sales growth rate of 398%.

Together again, Häagen-Dazs and BBH will aim to disrupt the sector with plans to introduce a new global brand platform and visual identity.

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