HÃ¤agen-Dazs launches its new pan-European ad next week directed by Vaughan Arnell, the man behind the hit videos for George Michael’s Outside and Geri Halliwell’s Look At Me. The TV campaign, created by EURO RSCG Wnek Gosper, features a young girl sitting outside a cafÃ© eating a tub of Pralines & Cream flavour ice cream who is interrupted when an old man sitting next to her starts crying. He reveals that it is his 93rd birthday and that he is married to a beautiful 25-year-old. When the girl assumes he is crying with joy, he says ‘No, I can’t remember where I live’. The ad, which breaks in the UK on May 24, ends with the line ‘at least HÃ¤agen-Dazs is 100 per cent perfect’. Pillsbury UK will also be using print ads for HÃ¤agen-Dazs as part of a 7m push for the brand in the UK – its highest spend to date.
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
M&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.
The retailer is launching Anyday, its “most affordable” own brand range of 2,400 products designed to undercut existing collections and attract a broader range of money conscious consumers.