Häagen-Dazs has launched its latest experiential campaign, the Häagen-Dazs Flavour Club, which targets consumers seeking an alternative to the summer of sport.
The Flavour Club offers a high-energy atmosphere that sees the return of the brand’s Disco Ice Cream Van, as well as DJ sets and entertainment ranging from drag queens to stand-up comedians to marching bands. Consumers can also relax on Häagen-Dazs’ Field, where they can challenge friends to classic lawn games and kick back on picnic chairs to soak up any sun that dares make an appearance.
There will also be a chance to sample the brand’s latest snack-size launch, Häagen-Dazs Bites. Available in Salted Caramel and Chocolate, Bites cater to a growing demand within the snacking segment for bite-size ice cream products, with the category seeing +69% sales growth over the past two year. Häagen-Dazs mini cups will also be available in the UK’s favourite flavours.
Attendees can also get their hands on sports-style merch, including limited-edition Häagen-Dazs Flavour Club jerseys and scarves.
The campaign will be further supported through social activity and local targeted out-of-home advertising across the UK.
The Flavour Club makes its only Scottish appearance at Castle Street, Edinburgh on Friday 2 August from noon until 6pm.
