Haagen-Dazs // That’s Dazs

Haagen-Dazs came to us as a stuffy, pretentious, gold-gilded brand that was dying not to be. And for an ice cream sold at gas stations, things had to change.

We leaned into the little known history of Haagen-Dazs – started in the Bronx by two Polish immigrants whose day job was making theater costumes. With that nod to a brand started by creatives, we partnered with up-and-coming tastemakers throughout the entire process, leaning into their personal styles, and turning our platform into one that also elevated them.

The result is a right here, right now, wherever-that-may-be kind of luxury—one that was defined by the many, not by the few.

And, at the end of year one, we’d taken back the lead market share, had 4x year over year sales, and had a 42% increase in snacks business.

Our film was shot by Dexter Navy, who was originally discovered on Tumblr before helping shape some of A$AP Rocky’s most iconic music videos. Our print and OOH was captured by Tyrell Hampton, who became Insta-famous for documenting his nights out with friends.

And for our social, we sourced photographers just getting their start on Instagram, asking them to shoot their own world – whatever luxury meant to them. With every post, we also tagged and boosted each one, turning our platform into one for them.

And to make sure up-and-coming tastemakers continue to shape culture, we had Haagen-Dazs earmark $1.5 million dollars to support organizations and communities that uplift marginalized and underrepresented artists and creatives – starting with a partnership with Lena Waithe and her Hillman Grad Productions, that offers mentorship in the entertainment industry.