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Haagen-Dazs at Wimbledon with Bjorn Borg

The ice cream brand readies itself to regain its lost relevance to millennials in the UK. It wants to ‘impact culture’ all over again.

A brand-new 'reinvention' later, Haagen-Dazs is hoping to become the force it was in the United Kingdom. The ice cream brand which is just one of the 13 sponsors at Wimbledon is using the tennis tournament as a launch pad after the reinvention.

The new £2 million campaign, Extraordinary Serve, hopes to disrupt Wimbledon’s traditional pairing of strawberries and cream with a new flavour that it hopes will become the talk of the Championship and beyond.

A major TV burst, accompanied by campaigns on Facebook and Instagram, and experiential activity is the backbone of Haagen-Dazs’ route to become an ‘iconic’ brand once again. To that end it has tied up with Swedish fashion brand Bjorn Borg. Two days into Wimbledon, Björn Borg and Häagen-Dazs hosted a summer tennis pop-up at the brand’s fashion showroom in Oxford Circus to highlight the teaming up. Visitors who purchased products Bjorn Borg, got free Häagen-Dazs' ice-cream.

Haagen-Dazs needs the booster just now. According to the YouGov BrandIndex (which measures a range of metrics including quality and reputation), Häagen-Dazs lies in seventh place among those aged 18 to 24 in a list of snack foods, with Ben & Jerry’s coming out first.

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