Haägen-Dazs

Challenge

Give a luxury ice-cream collaboration with Pierre Hermé a bit more cultural relevance than another premium sampling activation.

Insight

London might be one of the world’s biggest dating-app cities, but that doesn’t necessarily mean people are getting any better at actually connecting. Pierre Hermé gave us a nice excuse to borrow a little romance from Paris.

Creative

We created Flavours of Love, a compatibility experience in Covent Garden where flavour became the matchmaking mechanic. Guests worked through a tasting menu built around Pierre Hermé’s flavour combinations to see whether their tastes, and perhaps their chemistry, matched.

Results

The experience gave the product a much bigger role than simply being sampled and helped make the launch Häagen-Dazs’ most successful NPD launch to date..

Role

Concept, Pitch, Creative Direction, Team Leadership