Luxury ice cream brand Häagen-Dazs has announced the launch of a new pop-up experience called ‘Häagen-Bar’. The pop-up locations, currently in France and Spain, combine two of life’s greatest indulgences: ice-cream and cocktails. The activation is part of the brand’s new campaign “Love the Mix”, that celebrates mixing the unexpected.
This idea is one part of a continuous campaign under the global concept “Don’t Hold Back”. An inspiration to live life to the fullest, to get caught up in the moment and to be the real, unfiltered you. Staying true to this motto the brand lives by, the new “Love the Mix” message highlights mixing as a way of living and expressing oneself, encouraging people to unlock these extraordinary moments of truly letting go.
The event sees the legendary brand team up with popular mixologists to promote Häagen-Dazs’s new cocktail-inspired flavours; Lime Mojito Sorbet and Piña Colada ice cream. The concept for “Love the Mix” was devised by advertising agency Forsman & Bodenfors, with the “Häagen-Bar” brand experience activity, PR and social campaign created and delivered by creative agency Space.
Mixologists such as Parisian bartender Anne-Lise will deliver serves incorporating the new cocktail range, while also running competitions and cocktail masterclass sessions.
Social media assets were also created by Space, tailored for Facebook and Instagram feeds and stories. Combining luscious, tasteful imagery from a freshly opened pint of Häagen-Dazs with stills of mixologists and the local Häagen-Bar venues, they aim to drive footfall and participation at the events.
Alice Hodgson, Global Assistant Brand Manager, Equity & Shops at Häagen-Dazs, says: “To celebrate the release of our new cocktail flavours, we wanted to give people something to celebrate with. The powerful campaign of Love the Mix from Forsman & Bodenfors has been brought to life by Space through the Häagen-Bar. The assets and our wonderful mixologists have all come together to help start the ultimate party of this Summer. The Häagen-Bar is open!”
Sean Kelly, associate director at Space, adds: “The new cocktail range see two worlds collide and through the lens of the Love the Mix campaign the Häagen-Bar captures the joyous, luxury nature of the brand. As we continue our partnership with the Häagen-Dazs global brand team we hope to see consumers enjoying the summer with an ice cream in one hand and cocktail in the other”
The next Love the Mix event takes place in Madrid at the end of June.