Häagen Dazs

- Sets in the City

Communicate the launch of Haagen Dazs' limited edition Raspberries & Meringue while giving consumers an indulgent, memorable, and relaxing experience.

iD designed the Sets and the City tour - bringing the Wimbledon experience to the city, encouraging consumers to relax on their lunch break or after work and indulge in Häagen Dazs.

How it worked

  • Consumers watched Wimbledon from a live feed on giant screens in the sunshine
  • Brand ambassadors roamed Broadgate Circus sampling Raspberries & Meringue Häagen Dazs ice-cream
  • Trained beauty therapists performed relaxing treatments offering consumers champagne to further enhance the indulgent experience

The Results

  • An immersive sampling experience
  • 16,500 samples
  • 80% of consumers said they would go on to purchase
  • 66% of consumers would tell others about their experience
  • National PR coverage across print, radio and online
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