The rekindling between Häagen-Dazs and BBH creates a bold and challenging approach to the category with a distinctive new global brand platform.
Ice cream brand Häagen-Dazs has selected London agency BBH to lead its creative output, having previously worked with the firm for most of the 1990s. Won by BBH at the conclusion of a competitive pitch process which also included VCCP and Dentsu Creative, the account will now pass from Swedish agency Forsman & Bodenfors which had first been appointed in 2019.
Haagen-Dazs global brand director, Manuel Garabato said, “This isn’t our first date with BBH. After appointing the agency in 1990, Häagen-Dazs rapidly became the most talked-about ice-cream brand in the world, thanks to the combination of the brand’s disruptive adult positioning and the cultural and creative brilliance of BBH. Now we’re rekindling that relationship to create a bold and challenging approach to the category with a distinctive new global brand platform.”
BBH CEO, Karen Martin said, “Häagen-Dazs has a unique place in the creative legacy of BBH and getting the chance to reconnect with such an iconic brand feels like an incredibly special moment. We share the same passion and vision for the work and can’t wait to get going again.”
Häagen-Dazs will no doubt be looking to repeat the successful relationship that it enjoy with the agency in the early 1990s, which led to annual sales figures rising almost fivefold. The Danish brand first worked with BBH from 1990 to 1997, establishing a solid working relationship based around a series of highly impactful ads that played on adult sensuality.
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