Häagen-Dazs Elevates Super Bowl Marketing into a Sustained Brand Strategy
Häagen-Dazs has transformed its Super Bowl advertising into a comprehensive brand strategy, initiating a campaign that resonates deeply with audiences. The brand’s debut during the Super Bowl in February featured stars from the “Fast & Furious” franchise, embracing a unique theme of slowing down to enjoy ice cream. This ad achieved notable success, generating an 11% year-over-year increase in Instagram views and an impressive 128% increase in TikTok followers, as reported by Marketing Dive.
From Short-Lived Ads to Ongoing Engagement
While many brands often see their Super Bowl commercials fade into obscurity post-game, Häagen-Dazs has effectively extended the life of its marketing investment. The Super Bowl ad served as the catalyst for its “Slow” brand platform, which has evolved into a multi-faceted campaign throughout 2025. This initiative spans television, digital media, social platforms, influencer collaborations, out-of-home advertising, and product sampling. By positioning “Slow” as a sanctuary for consumers amidst a fast-paced world marked by societal change and uncertainty, Häagen-Dazs aims to connect with a broad audience longing for moments of tranquility.
Key Campaign Insights:
- The campaign is strategically aimed at the 25-34 age demographic.
- Positive engagement metrics have been observed across both YouTube and social media platforms.
- Authentic influencer partnerships are central to its messaging.
Rachel Jaiven, Häagen-Dazs’ head of marketing, emphasizes the importance of resonating with consumers: “In today’s rapidly changing world, people feel overwhelmed. Our campaign invites them to savor moments of self-care.”
Diversity and Authenticity in Influencer Marketing
Häagen-Dazs has prioritized diversity and authenticity in its influencer partnerships, which are integral to the “Slow” narrative. The brand has strengthened its commitment to underrepresented creators, demonstrating its dedication to diversity, equity, and inclusion despite recent political challenges. In June, Häagen-Dazs expanded its collaboration with Allies in Arts, showcasing murals by LGBTQ+ artists in major cities to celebrate Pride Month.
Innovative Agency Collaborations
In collaboration with creative agency Nice&Frank, Häagen-Dazs aims to highlight the sensory experience of its products. “Our goal is to encourage ice cream lovers to embrace moments of calm amidst their busy lives,” stated Erica Stevens, creative director at Nice&Frank.
Together with a cohesive team of agencies, Häagen-Dazs is crafting innovative ways to articulate its “Slow” message, ultimately driving significant growth and brand recognition. As the campaign progresses, Häagen-Dazs continues to see favorable results, reflecting a successful marriage of creativity and strategic marketing.
