The drive builds on the ice cream powerhouse’s ongoing celebration of female empowerment, with each of the films amplifying the brand’s #DontHoldBack messaging. It also aims to boost awareness of the limited-edition DUO flavours, which were recently launched in Germany.
The films on offer include Erin Brockovich and are available to all Amazon Fire TV customers.
The assets and multichannel media plan, realised and delivered by creative agency Space, comprise spots on Amazon, Spotify, video-on-demand, web banners, paid social, online video and out-of-home.
It looks to cement Häagen-Dazs’ position as a premium brand and owner of the ‘at-home sofa moment’ in Germany: ‘the ice cream of ice creams’, and something customers can relax with as they kick back with a film.
Space’s assets hero the ice cream itself with the pint sitting atop a plinth, with the strapline ‘The ice cream of ice creams’.
The campaign will hero some of the brand’s core flavours including Salted Caramel, Macadamia Nut Brittle and Vanilla Caramel Brownie; as well as their new limited edition DUO variant; a pint combining two flavours, available in ‘Duo Dark Chocolate & Salted Caramel Crunch’ and ‘Duo Belgian Chocolate & Strawberry Crunch’.
The campaign will be supported by advertising on Fire TV, with a takeover featuring the eye-catching hero flavour patterns, as well as the ice cream stacked next to the upcoming films.
Sean Kelly, Associate Director at Space, says: “Throughout the last year Häagen-Dazs has continued to innovate and use film to create at home experiences for their audience to enjoy. Our campaign on Amazon Fire TV devices in Germany continues this work, rewarding consumers with an indulgent moment around uplifting films at home on the sofa every week.”
Henriette Pagels, Brand Manager at Häagen-Dazs, adds: “Amazon Fire TV is the perfect place for this Häagen-Dazs campaign, and Space has helped convey our collaboration perfectly. Across all channels, we want to express that our product isn’t just dessert – it’s a luxury that deserves to be enjoyed as part of an experience. It’s the ice cream of ice creams, and as such, offers so much more than great taste.”