HÃÂ¤agen-Dazs launches a £6.5m marketing and advertising campaign tomorrow (Thursday) which aims to redefine the luxury ice cream brand. The campaign, entitled ‘Pleasure is the Path to Joy’, creates a parody of new-age retreats, ‘sense awareness’ and ‘pleasure workshops’. The TV ad features Martha May, exponent of the HÃÂ¤agen-Dazs Sensual Eating Programme, who helps people experience joy through eating the ice cream. Mark Lloyd, Pillsbury UK’s commercial director, says: ‘The campaign has been created to change the way in which people perceive the HÃÂ¤agen-Dazs brand, without compromising its heritage and premium market position.’ The campaign was created by Euro RSCG Wnek Gosper, with media buying through Carat. It will run until January 2002.