CAMPAIGNS: Malibu crashes on to UK market - Product Launch

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.

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

campaign.



Objectives



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.



Tactics



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

product samples.



Results



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

photocall.



Verdict



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

flavour.



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

wholesome personality.



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



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