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.

Haagen-Dazs Secret Sensations

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.

Haagen-Dazs Secret SensationsHaagen-Dazs Secret Sensations