Häagen-Dazs has teamed up with Pierre Hermé, the ‘Picasso of pastries’, in its latest global campaign “Don’t Hold Back,” which celebrates French culture, love, and macarons.
Together with Pierre Hermé, Häagen-Dazs has developed a new summer creation that combines the creamy taste of ice cream with the crunchy chewiness of mini macaron shells, delivering a perfect balance of flavors.
The result is a love story between ice cream and macarons with a Parisian flair.
“Our first-ever global collaboration with Pierre Hermé perfectly showcases the true craftsmanship of our brands. We share a commitment to high quality and taste, a passion for innovating and reinterpreting classic favorites and creating extraordinary experiences for our consumers. ‘Don’t hold back’ drives us in everything we do, and with this global campaign, we’re bringing together some of the greatest things in life – ice cream and macarons,” said Manuel Garabato, Häagen-Dazs Global Brand Director.
The collaboration and the new flavors are highlighted through a global campaign that centers around the connection between people, and the time spent together while enjoying the new French macaron flavors. The campaign is developed in partnership with the creative collective Forsman & Bodenfors and will be launched globally starting with UK and Korea, and the rest of the world this summer (European summer).
“Creatively, our partnership with Häagen-Dazs has been an absolute joy, as we set out to craft a campaign that celebrates the magical union of ice cream and macarons with a uniquely French twist. By embodying the ‘Don’t hold back’ attitude of Häagen-Dazs, we were able to capture the essence of Parisian craftmanship and celebration and elevate it to a new era of indulgence,” said Agnes Stenberg-Schentz, creative at Forsman & Bodenfors.
The campaign consists of TVCs, OOH, digital shorts, and several locally adapted experiences, all tied together with Häagen-Dazs’ core values about being in the moment, and treating yourself with delicious ice cream worth savoring. From France to Korea to China – these experiences will highlight Parisian love and culture under the theme “Summer of Amour” where romance is celebrated throughout the entire summer. The experience aims to bring people together, just like Häagen-Dazs & Pierre Hermé brought together indulgent ice cream and French macarons in their own love story.
