TALK\
‘Slow Melt Baileys’ re-launch before Christmas
26\09\2007
View ‘Häagen-Dazs ‘Slow Melt’’
General Mills UK is generating new sales momentum for Häagen-Dazs with TV advertising that will boost awareness and drive retail demand at the start of the peak season for ‘treating’.
The revised commercial will boost demand across the range and specifically for the seasonal favourite Baileys in the weeks ahead as more consumers indulge themselves with a special treat.
The campaign spearheads a £5 million marketing campaign for Häagen-Dazs – the only luxury ice cream brand to benefit from national TV advertising - and highlights the fact that the brand is a year-round sales opportunity for retailers.
Sales figures show that more than half of total brand sales are generated in the winter which demonstrates the scale of the opportunity as the winter season approaches.
Linda Hipkiss, Marketing Director at General Mills, says: “This campaign will ensure that the brand and Baileys is top-of-mind with consumers – boosting demand when they go shopping in the weeks ahead. The campaign will also ensure that Häagen-Dazs maintains its status as the UK’s most widely recognised luxury ice cream.
“The Christmas season is the peak period for ‘treating’ as people indulge themselves more often – and we want to ensure that more of them choose to treat themselves with additional help from Häagen-Dazs.”
The TV commercial communicates the message ‘The Longer Lasting Pleasure’ to millions of viewers – it highlights the pleasure that Häagen-Dazs provokes as it melts slowly - and brings to life the fact that it is so rich and creamy.
The campaign will be on air from the beginning of October to the first week of November on ITV1, Channel 4, Channel 5 as well as satellite channels.
Hipkiss concludes: “Now is the right time to make sure freezers are fully stocked with the Häagen-Dazs winter range – and to make the most of the predicted surge in consumer demand.”
- Author:
- Aurelie Deleye
- Tags:
- food
- häagen-dazs
- tv
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