When Häagen-Dazs first entered the ice cream market, it was a pioneer of the super-premium ice cream category. But in the years that followed, numerous other players entered the market and Häagen-Dazs’ relevance began to subside – consumers who were being seduced away by the new kids on the (ice cream) block.
Enter Häagen-Dazs’ new innovation. Secret Sensations is a single serve ice cream with pieces and an oozing soft centre that layers further indulgence into the world of dessert.
But establishing NPD (even under the wing of an existing brand) is hard – and especially so when it’s located in the chilly freezer aisle. This is where our three level Impact Model really comes into its own. We used it to help establish a sub-brand and packaging design that ensures consumers (firstly) see it, (secondly) understand it, and (thirdly) love, love, love it.
The result? A well-established sub-brand that’s selling ahead of expectations, and a parent brand that’s re-established its place in the market as well as its continuing relevance to consumers.