Haagen-Dazs added a twelfth flavour to its range of ice creams this
spring with the launch of Haagen-Dazs Malibu. This is the second
alcohol-flavoured product in the range, following the success of
Haagen-Dazs Baileys launch in 1995 which outstripped its year’s target in
the first six months.
A pounds 10,000 photocall on 7 April was arranged in support of a pounds 1
million two-week national package, incorporating a pounds 500,000 Adshel
To achieve national media coverage of the launch of Haagen-Dazs Malibu,
create public awareness of a new flavour, and encourage people to sample
it. The sampling was important in overcoming the perception that the
product might be sweet and sickly.
On 7 April, a photocall was arranged to coincide with the launch of the
product advertising. The event took place in London’s Covent Garden and
used Ulrika Jonsson and Paul Sculfor, the new Levi’s model.
Ten days before the photocall, relevant media contacts received a ’teaser’
which comprised a pineapple, thermometer and a label saying ’Warning -
temperatures about to rise’ (the advertising strapline), but no branding
or indication of source.
Photocall notices were then hand-delivered with product samples to
national press and TV stations three days before the event. Radio stations
were sent an adapted version, to encourage them to mention the sampling
activity on-air during breakfast shows.
In choosing celebrities, Biss Lancaster hoped that Jonsson’s healthy look
and Sculfor’s flirty, but good clean fun appeal would complement each
other. During the summer, the Haagen-Dazs Malibu Pleasure Cruiser will
tour towns and cities throughout the UK, and visit Haagen-Dazs cafes with
Editorial and pictorial news items appeared in the Express, the Evening
Standard, the Daily Star, the Mirror and the Sun. In addition, at least 15
regional titles picked up the piece. An interview with Jonsson was shown
four times on Channel One, including visual branding, with an estimated
reach of 625,000. More than 1,500 people sampled the product during the
An attractive campaign based on a traditional photocall. The plus point
was the inspired choice of Jonsson, who conveyed a vital, flirty sexiness
in line with the image that Haagen-Dazs was seeking for the new
The specifics of the flavour message were probably impossible to get over
in a photocall, however, except as a reflection of Jonsson’s fresh and
The downside was that the pack of photographers practically ignored Paul
Sculfor. Thus continuity with the original Haagen-Dazs sensual boy/girl
bonding image was lost.
Client: Haagen-Dazs (owned by Pillsbury UK)
PR Team: Biss Lancaster
Campaign: Launch of Haagen-Dazs Malibu
Timing: 7 April 1997
Cost: Photocall pounds 10,000