Creative agency, Space, has devised and delivered a through-the-line, fashion initiative for Häagen-Dazs to coincide with the launch of its new packaging in Germany.
‘The Design of Exträordinary’ campaign links General Mills’ premium ice cream brand with the prestigious Berlin fashion school, Lette Verein, and leading German fashion designer, Kilian Kerner.
A total of 30 fashion students from Lette Verein have been chosen to use Germany’s top six Häagen-Dazs flavours (Macadamia Nut Brittle, Salted Caramel, Cookies & Cream, Peanut Butter Crunch, Brownie Macchiato, and Vanilla) as inspiration for a fashion celebration that will be shown on an exclusive catwalk show at Mercedes Platz.
Kilian Kerner will be heavily involved in the campaign, including hosting the catwalk show, mentoring the students, promoting the event through interviews and his online presence, and presenting designs at his own Berlin show that will feature the Häagen-Dazs brand.
Häagen-Dazs enlisted designers to redesign the packaging of its flavours for a contemporary audience. The Lette Verein students will interpret the stunning designs for the top six flavours to create a piece of clothing that will be shown at the catwalk event.
As well as devising the strategy, Space has created a media campaign to build awareness and excitement of the link. Media will include video on major social media channels and OOH activity, such as billboard, digital 6 sheets and hoarding takeovers.
Space is building a public catwalk experience that will invite all fashionistas and ice cream lovers to explore the catwalk space and watch the show, which will run three times that day. Guests will also have the chance of claiming one of a limited number of exclusive goodie bags. The whole process (from fitting day to event) will be captured on film by famous german influencer Vreni Frost, who will film among the crowd, behind the scenes, conduct interviews and also host the experience.
The association with Kilian Kerner also extends to his own catwalk where he will showcase a full collection featuring the new Häagen-Dazs designs and promote the brand by wearing a shirt that says “HÄAGEN-DAZS DESIGNED BY KILIAN KERNER”.
All students will get tickets to attend Kerner’s show and after party, and the winning team will be announced at the final show of the day. These five students will be given the chance to shadow Kerner for three days during the build up to his Autumn Winter show. The winning team will also pick up a €5,000 winning prize – €1,000 each.
The campaign extends Häagen-Dazs’ association with fashion in Germany which Space orchestrated last year to support the first roll out of the new pack design for Peanut Butter Crunch flavour. The House of Häagen-Dazs ran during Berlin Fashion Week and invited three students to use the design to inspire and create a street style collection in just 48 hours. The experiential event allowed visitors to the InStyle Lounge at The Humboldt-Box Berlin to watch the design being created.
This year’s campaign is even bigger as it supports the roll out of the new Häagen-Dazs packaging design in Germany and celebrates the top six ice cream flavours. It also opens the brief to any style of clothing that the students wish to create.
Adriana Cantu Robles, Head of Brand, Category, and Trade Marketing Germany, General Mills, said: “We are delighted to extend Häagen-Dazs’s association with fashion following last year’s InStyle Lounge at Berlin Fashion Week. It is doubly exciting to have involvement of a designer of the stature of Kilian Kerner passing on advice and his passion for clothing. We can’t wait to see how Häagen-Dazs’s new designs inspire him in this, his comeback year.”
David Atkinson, Managing Partner at Space, said: “Last year’s House of Haagen-Dazs demonstrated how effectively the brand resonated with a younger German audience. We’re excited to be building upon this success with an even bolder campaign that will make Haagen-Dazs more culturally relevant.”
Source: Space
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