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Few packaged goods have as strong an association with design-driven work as Häagen-Dazs, with little narrative typically needed as the brand visually communicates its high-end positioning. In its first work from new U.S. creative partner, J. Walter Thompson, Häagen-Dazs advances that tradition and introduces a tagline playing off its name: "äah."
"Häagen-Dazs has always aspired to a nice, clean aesthetic. They strip everything down to the essentials—focusing on simple, pure, ultra-premium ice cream," explained Chris Dealy, ecd at JWT, New York.