HAAGEN Dazs ice cream has gone all out to raise awareness of the premium ice cream brand with its summer marketing strategy, introducing a new range of flavours, extending distribution and involving itself in Australian summer events.
For the second consecutive year, Haagen will be a principal sponsor of the Moonlight Cinema in Sydney and Melbourne, and will also sponsor the Tropfest short film festival early next year.
Haagen is attempting to establish the brand as a super premium ice cream in Australia, in line with its image internationally.
Pillsbury Australia sales and marketing director Alistair Thomson said the brand was more familiar to travellers in Australia and travelled locals because of its pre-eminence overseas.
According to Thomson, Haagen is aiming for young adults and opinion leaders who are interested in new experiences and "have disposable income and are not afraid to spend it".
And with flavours such as Baileys Irish Cream and Macadamia Nut Brittle, this is not ice cream for kids.
The ice cream is already in bed with Blockbuster Video stores and 7-11 to sell its product in-store and plans to launch an outdoor ad campaign in Melbourne.
Haagen Dazs will spend more than $500,000 on the summer promotion.
