Häagen-Dazs’ consumers live on Instagram, so they needed a way to connect with their audience and stand out, in this space. We know consumers love must-try, limited-edition experiences, so there was only one thing for it: we needed to introduce limited-edition ranges to the Häagen-Dazs portfolio.
As part of the global rebrand we introduced illustration to all of the Häagen-Dazs packs; a vibrant and colourful way to drive product navigation and represent not just the flavour, but where it takes you. When it came to creating a limited-edition range, we decided to take our flavour patterns to the next level.
Over the past three years, we’ve collaborated with illustrators Kitty McCall and Eddie Perrote to bring these limited-edition flavours to life, this time expanding the pattern across the entire pack for maximum stand-out. The powerful use of illustration communicates the exotic flavours available, shows off their extraordinary ingredients and takes Häagen-Dazs into a more contemporary space with stand-out power on-shelf – and on Instagram.