Häagen-Dazs’ new brand strategy in the UK sees it building cultural relevance through style and fashion as it appeals to younger consumers aged 18 to 30. Creative agency, Space takes the lead on delivering this new strategy via a fashion-focused initiative, Püre Style, which launches during the 2019 Wimbledon Tennis Championships.
The campaign brings together influencer and TV presenter, Laura Whitmore with tennis player, Grigor Dimitrov. Together they’ll create an engaging series of videos, bringing to life their inspirational style tips throughout the Summer.
Working alongside a top stylist, Grigor and Laura will curate a series of looks across three hot style topics for the summer: Festival-Chic, Summer Date-Ready and Time-for-Tennis. All of Laura’s looks have been selected from stylish high street retailers, ensuring attainability for the target market.
The films show Laura and Grigor emerging from brightly coloured, playful and stylish sets to reveal their outfits – and of course, each look will be completed with the ultimate summer accessory – a Häagen-Dazs stick bar.
The videos will be shared through social media platforms including Instagram, Facebook, Snapchat and Pinterest. The snackable content will be delivered as 7” videos summarising their look in each of the categories, as well as two longer 30” films revealing all of the looks.
We’ve teamed up with fashionista Laura Whitmore @thewhitmore to create this summer’s most stylish looks. Ace court-side style with these must-have items! #HaagenDazsUK #HaagenDazsPureStyle pic.twitter.com/DIx3gNHN1o— Häagen-Dazs UK (@haagendazsuk) July 8, 2019
The campaign is fuelled by part of a £3m marketing investment across the summer, which includes bringing its new fashion-strategy to life. The creative featuring Laura and Grigor will feature on the largest OOH site at Wimbledon and will be amplified over social and digital.
Inside Wimbledon, Häagen-Dazs is set for its biggest experiential activity to date yet, focusing on a massive retail space on the tournament’s most prestigious spot, Henman Hill, where visitors will be able to buy the full range of Häagen-Dazs products.
Samuel Horner, Senior Brand Manager, Häagen-Dazs, said: “We wanted to create something that truly drove relevance with our target market and helped position us as a brand for them – we know that they’re really passionate about fashion, so we’re delighted to have two such high-profile ambassadors relaying their own style tips throughout the summer.”
David Atkinson, Managing Partner, Space, said: “This campaign is a great representation of Häagen-Dazs and its values. It’s playful and stylish, whilst ensuring that as a luxury brand we’re approachable and accessible. Creating fashion and style tips for our audience on Instagram evolves the role that the brand is playing within the Wimbledon partnership.”