How Häagen‑Dazs built more than an ad
Once upon a time, Häagen‑Dazs (after more than sixty years in business) decided that one ad during the Super Bowl wouldn’t be enough to shift how people see ice cream in a fast world. Their journey started with a big experiment: a 30‑second spot during the Super Bowl, riffing off the “Fast & Furious” franchise, where instead of roaring engines and breakneck racing, the action slows when the characters pause to enjoy an ice‑cream bar. That was their opening move in the marketing strategy that would grow into something larger: a brand platform called “Slow.”
That Super Bowl campaign wasn’t just about grabbing attention on one night. Häagen‑Dazs treated it as the spark to ignite something bigger: a way to connect emotionally with people tired of rushing, of always being behind. They turned the campaign into a narrative, one that extends beyond the screen into lived moments, social media feeds, Sunday rituals, murals, influencer stories, all with a consistent voice: slow down, savor the moment.
What makes their strategy stand out
Here’s what Häagen‑Dazs did in a way that most big ads don’t: they didn’t stop when the game ended.
- Leveraging pop culture with a twist
They teamed up with stars from a high‑octane franchise (“Fast & Furious”) but turned that energy on its head. The audience expects speed, thrills, and instead gets pause, sweetness, and indulgence. It’s surprising, delightful, and aligns with who Häagen‑Dazs is: premium, indulgent, meant to be savored.
- Making sure impact lasts beyond the broadcast
After the ad aired, Häagen‑Dazs kept feeding the story. They launched in April a wider campaign spanning TV, digital, social media, influencer content, out‑of‑home experiences, and sampling. They built sub‑elements like “Slow Sundays,” quiet weekend moments with ice cream, letting people insert the brand into their lives.
- Targeting younger audiences and building recall/consideration
Häagen‑Dazs looked especially at 25‑34 year olds. Data showed lifts in ad recall and consideration among that group on platforms like YouTube. On Instagram, views rose about 11% year‑over‑year; on TikTok, follower growth jumped 128%. Those are big numbers, suggesting the message is actually landing.
- Authenticity, diversity, and creative partnerships
Influencers chosen not just for reach but for authenticity, diverse voices, and people who connect genuinely. They also leaned into out‑of‑home art (murals), working with underrepresented creators, combining purpose with brand storytelling. This isn’t just good optics; it builds trust.
- agency partnerships & integrated creative control
Häagen‑Dazs picked a relatively new agency, Nice&Frank, as its creative AOR, meaning their voice, vision, and brand control are more controlled and consistent. Also collaborating with agencies focused on influencer relations, media buying, and talent procurement, so the whole system supports the strategy.
Proof it’s working
It’s one thing to have a strategy; it’s another to see results. Häagen‑Dazs is seeing real outcomes:
- 11 % increase year‑over‑year in Instagram views.
- 128 % jump in TikTok followers.
- Better recall and consideration among the 25‑34 demographic on platforms like YouTube.
- Strong engagement not just from paid media, but organic content (e.g. influencer content, “Slow Sundays”) and experiential (murals, sampling).
These aren’t vanity metrics only; they signal growth, a stronger connection with the audience, and increased brand equity.
What others can learn
Every brand or entrepreneur, big or small, can pick up lessons from this Häagen‑Dazs strategy. Here are some takeaways:
- Think long‑term over one‑off moments
A Super Bowl ad (or its local equivalent, or any big launch) is great, but what happens afterwards matters more. Plan for follow‑up content, experiences,and integrations.
- Use contrast & surprise
Doing something unexpected with something familiar (like reversing the “Fast & Furious” speed) makes people pay attention and remember. It’s much more powerful than most people already expect.
- Align message with culture & emotion
Häagen‑Dazs tapped into collective feelings: exhaustion from always moving fast, the craving for pause. Brands that notice what people are dealing with emotionally, and respond authentically, build deeper relationships.
- Pick partners who add to the story, not just amplify it
Creatives, agencies, influencers, when they believe in the idea, not just deliver it, the execution feels more coherent. Diversity and authenticity help avoid tone‑deafness.
- Measure and adapt
Track recall, engagement, follower growth, and demographic resonance. Use metrics to know what’s working and where to double down. Häagen‑Dazs could see shifts in social followers, YouTube ad awareness, so they know the strategy isn’t just a nice theory.
- Embed the strategy everywhere
Don’t silo: let your message show up in media, product, visuals, experiences. If “slow” is the idea, then everything connected (ad tone, influencer content, sampling, murals, even packaging or in‑store display) should feel like it belongs.
Final thoughts
Häagen‑Dazs’s journey with its Super Bowl campaign shows what’s possible when a brand treats a big moment not as a peak but as a foundation. They used it to launch something much bigger: a brand platform that underscores why people want a pause in their busy lives. The results, engagement, growth, and recall are proof that strategy + authenticity + consistent follow‑through can move more than metrics; they move hearts.
For any brand or entrepreneur, the lesson is this: invest not just in the spotlight, but in the echo. Make sure your message continues to resonate, long after your ad airs. The game isn’t won when the ad ends; it’s won in what you do next.
FAQ’s
How can smaller brands extend a big ad’s life without huge budgets?
By planning for follow‑ups across social, influencers, and real‑world touchpoints, the momentum keeps going.
Why pick micro or authentic creators instead of just big influencers?
Because people trust voices they feel are real, and small creators often spark more engagement per follower.
Which metrics really matter after launching a loud campaign?
Focus on recall, consideration (especially in your target audience), follower growth, engagement, not just impressions.