Hagen-Dazs Five

By Judith Cooley and Amanda Roudabush

Hagen-Dazs Philosophy
The Hagen-Dazs brand is simple: find the purest and finest

ingredients in the world and craft them into the best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is as demanding as it is uncommon. and it is the reason why the Hagen-Dazs brand has epitomized fine ice cream for half a century.

Thesis
The Hagen-Dazs Five campaign aimed to gain the attention of food

lovers and health conscious eaters alike. This campaign aimed to inform people that the brand was simple and pure; that when bombarded with choices of excess sometimes less is more.

Target Audience
Male and female adults, between 15 and 50, craving a luxury ice cream

experience. The marketers hope to interest people who enjoyed wholesome food: those who were health conscious, blogged about food, shared recipes and tried new foods, but most importantly cared about quality ingredients. Females between 20 and 35 were used as the primary audience in testing situations.

Hagen-Dazs vs. Ben & Jerrys

Hagen-Dazs has many competitors but the one to watch is Ben &

Jerrys. Hagen-Dazs uses simple elegant ingredients with simple honest names, and Ben & Jerrys uses over the top flavor concoctions and silly names like chubby hubby. The two brands differ in many aspects, and it all comes down to personality when choosing the brand, will it be sweet and simple or corky and fun?

The Campaign
The marketing techniques were

very clever. Magazines with a lot of chaos and stimulants were chosen to host extremely simple ads, which made for a perfect contrast. This technique of calling attention to the pure and simple ingredients as a healthier ice cream was both inventive but a little dishonest.

Two Sides of the Campaign

Inventive: It was inventive because the new campaign was based on something that had not changed through the history of the ice cream brand; Hagen-Dazs had always been made with five ingredients. Dishonest: In this same vein it was dishonest because it was not healthier, it had a bit more skim milk and a little less cream, but it was no more health then its other flavors/ ice creams.

Why it Failed
Hagen-Dazs Five was marketed solely to the health conscious, which

resulted in the ultimate failure of the campaign. The brand only altered a small amount of the skim milk and cream for slightly less fat. The product still had high calories and a lot of sugar, so marketing to health conscious consumers was ineffective. It was pegged as the worst health food of 2010 for the threat it posed to people focused on healthy eating. It was not as healthy a brand as advertised, and it paved the way for other companies such as Lays potato chips and Pillsbury to seem healthier when they were not.

Bermans Strategies
Quality strategy, this illustrates the

excellence, claiming superiority to other brands. Although this campaign does not come out right and say that is it superior to other brands it is implied; the brand is calling attention to their excellence by their use of high quality ingredients and not additives, besides the cold.

GOODBY SILVERSTEIN & PARTNERS SAN FRANSCISCO, MAY 2010

Bermans Strategies
Uniqueness strategy, this shows whats

different about this product than its competitors. This campaign focuses on the brand and its use five quality ingredients. This ad stands out to consumers compared to other ice creams because there are no additives, only the cold.
GOODBY SILVERSTEIN & PARTNERS SAN FRANSCISCO, MAY 2010

Bermans Strategies
Product-centric strategy This focuses on

a specific product.
The unique product with five ingredients

takes the stage and makes it all about the new product not the brand. It is exciting to eat something thats made from wholesome ingredients but tastes great.
GOODBY SILVERSTEIN & PARTNERS SAN FRANSCISCO, MAY 2010

Bermans Strategies
Exaggeration strategy, this

obviously inflates the benefits of the product.

Hagen-Dazs Five marketed as

being healthy when there really is not a big difference in their recipe.

GOODBY SILVERSTEIN & PARTNERS SAN FRANSCISCO, MAY 2010

Bermans Strategies
Reposition strategy, this is used when

the product has been modernized, upgraded, reengineered to appeal to a different or to re-appeal to the same audience. The brand was trying to reach health conscious and foodies as their new audience, but they were also trying to reappeal to the regular ice cream lovers as well.

GOODBY SILVERSTEIN & PARTNERS SAN FRANSCISCO, MAY 2010

Brands Personality
Hagen-Dazs has cornered the market on the idea of luxury ice cream.

The tag line is made like no other, which their ice cream unique. The

brand educates consumers on how their ice cream is wholesome as well as delicious. Since 1961 this brand has set itself apart as the leader in luxury ice cream. No one can deny the sumptuousness of this ice cream. The brands tone of voice is friendly and alluring, not at all snobbish or rude, and even though it costs a little more its approachable and worth it.

Revitalized Campaign for Hagen-Dazs

Our new campaign is aimed at those who are seeking a delicious treat, while maintaining an organic lifestyle. Hagen-Dazs is made with five allnatural ingredients, and has a taste that will leave you speechless.

Revitalized Campaign Partnership

Organic Farming Research Foundation (OFRF) aims to foster and improve the widespread adoption of organic farming systems. OFRF cultivates organic research, education, and federal policy that brings more farmers and acreage into organic production. Founded in 1990, OFRF is a leading champion of American organic family farmers. http://ofrf.org

Revitalized Campaign Intended Audience

Hagen-Dazs allows people to enjoy all-natural ingredients that

taste great, without preservatives or other harmful chemicals. The intended audience of Hagen-Dazs Five are people with children who are pursuing organic foods for the well-being of their household for present and the future health reasons. Also for the individual who is trying to live an organic lifestyle instead of consuming harsh preservatives.

Revitalized Campaign Psychographics

The psychographics of our intended

audience is that of organic foods bought in their hometown supermarkets. Our intended audience craves products that do not harm the environment, health, and mind. They want to enjoy the world around them without causing damage to their bodies by consuming food with preservatives or other harmful chemicals.

Revitalized Campaign Geographic's

The geographical location of the audience is focused more on the

suburban setting rather than urban or rural. The cost of the product plays a large role in the geographical location due to the average cost of $4.39 per pint of Hagen-Dazs Five. The market segment of Hagen-Dazs Five is relegated to the suburban communities who are already trending to a more organic lifestyle in not only food but also environmentally conscious purchases.

Cialdinis Strategy Used for Revitalized Campaign

Commitment strategies are aimed at us by compliance professionals of

nearly every sort. Each of the strategies is intended to get us to take some action or make some statement that will trap us into later compliance through consistency pressures. Procedures designed to create commitment take various forms. Some are bluntly straightforward; others are among the most subtle compliance tactic we will encounter. (59-60)

How Cialdini Works for Our Revitalized Campaign

By employing the commitment tactics illustrated in Cialdini we will be

able to subtly convince people about the benefits of Hagen-Dazs Five through our continued campaign of the organic benefits and natural ingredients. The consistency in our ad campaign will allow the intended consumer to see that we believe in the organic lifestyle and want to promote the lasting effects, of that lifestyle, through our product.

Revitalized Campaign Competitors

Hagen-Dazs Five has many competitors, but Ben & Jerrys Ice Cream

is the one that is most closely in constant competition. Hagen-Dazs and Ben & Jerrys hold the top market share in highpriced ice cream. They are going head-to-head in both the world of healthy and decadent ice cream flavors and marketing strategies

Consumer Views of Hagen-Dazs

Consumer: The current view of Hagen-Dazs, from its targeted audience, is one of brand loyalty and appreciation. People view Hagen-Dazs as a natural product, made with real ingredients that can allow them to indulge their sweet tooth while refraining from preservatives.

Hagen-Dazs View of the Five Brand

Hagen-Dazs: What we want people to take away from the Hagen-Dazs Five product is that they can eat delicious ice cream without worrying about added chemicals for their organic lifestyle. Our audience should buy this brand because it is made with five ingredients from nature and is perfect for those who want to enjoy the sweet taste of organic ice cream.

Revitalized Slogan for the Organic Campaign

The big message that Hagen-Dazs Five wants people to remember is:
Decadent, organic ingredients. The Simple taste of nature perfected.

Hagen-Dazs Five USP

The USP of Hagen-Dazs Five is that it is made from natural

ingredients, yet still has the sinfully delicious taste that normally comes from processed foods. The brand is known for its pure ingredients of: Skim Milk, Cream, Sugar, Egg Yolks, and various other flavors like vanilla, chocolate, caramel, and mint. Consumers of Hagen-Dazs Five say that it is all-natural and delicious.

Revitalized Campaign Celebrity Spokesperson

The famous persona of Hagen-Dazs Five

would be Courtney Cox, of Friends fame, who strives to provide herself and her children with the organic lifestyle through natural ingredients rather than processed foods. Courtney Cox is like a best friend, neighbor, and role-model to many women in their 30s-40s who have children and want to provide their families with natural food.

Courtney Cox for Hagen-Dazs Five

Using the fame of Courtney Cox would

allow the Hagen-Dazs Five campaign a voice that would encourage people that organic doesnt mean a loss of flavor. The easy-going attitude of our celebrity endorsement would allow people to see the benefits of indulging in HagenDazs Five because even though it contains calories it comes directly from nature.

Conclusion
Taking the existing

campaign and creating a social cause, organic living, allows the brand to target consumers in a new way. Hagen-Dazs has always been made with five simple ingredients, but now those looking for an organic sweet treat can be assured that the brand supports their organic diet.

Sources
http://www.magazine.org/h%C3%A4agen-dazs-five-2010

Joe Kita. http://www.cbsnews.com/news/worst-new-health-trend-haagen-dazs-five/

http://modestclub.com/wp-content/themes/thematic/lib/haagen%20dazs%20five%20ad-56723.html http://justhaagendazs.wordpress.com/competitors/ http://nutiva.com/celebrity-parents-who-eat-organic/ http://business.time.com/2009/10/16/marketing-smart-of-the-day-haagen-dazs-five/#ixzz2rFnQe500 Cialdini, Robert. B. Influence Science and Practice. 4th ed. Boston: Pearson, 2009. Print. Berman, Margo. The Copywriters Toolkit. West Sussex: Blackwell, 2012. Print.