Haagen-Dazs

Copywriting | Brand Strategy

The Strategy

Haagen-Dazs has always positioned itself as the adult alternative to kiddy ice cream brands, and the introduction of the Spirits Infused line of flavors goes all in on it. My strategy was to pursue “sophisticated fun” in these spec ads.

With the addition of a little alcohol, Haagen-Dazs plays with physics and chemistry to actually lower the freezing point of its famously rich ice cream, raising the bar on indulgence for grown-ups.

I wanted to elevate the brand’s twin assets of “richness” and “adult” and work in something around the way alcohol reduces the freezing point. The famous photo series by American photojournalist Alfred Eisenstaedt of the wealthy winter playground of St. Moritz, Switzerland provided a great visual metaphor for chilly, rich adult indulgence.