Following its recent ‘brand retune’, Häagen-Dazs is working its fresh positioning into its 2017 Wimbledon activation with an integrated campaign spanning athlete ambassadors, product giveaways, social media work and featuring a design partnership with the fashion brand named after Swedish tennis legend Björn Borg.
The up market ice cream brand has teamed up with the sports fashion business (perhaps best known for its Wimbledon winning founder and its underwear) in a collaboration focusing on creating bespoke packaging for Häagen-Dazs’ Wimbledon-themed ‘strawberries and cream’ range.
This product packaging design alliance is led by a set of bold and bright illustrations inspired by Björn Borg’s tennis roots and promoted across its social channels (such as Facebook) and YouTube.
Another aspect of the joint activation between Björn Borg and Häagen-Dazs sees the tournament’s official ice cream sponsor host a UK summer tennis pop-up at the fashion brand’s showroom in Oxford Circus from the 3 to the 7 July.
This pop-up aimed to bring the collaboration to life and offered visitors a chance to purchase products from the fashion brand, while Häagen-Dazs’ dished out free ice-cream.
Haagen-Dazs is also stretching its free Wimbledon ice cream giveaway across the UK as its celebrates the start of the tournament through fun freebies in five cities during the two week Championship
The ice cream giant is serving up mini versions of its signature tournament-related strawberries and cream flavoured tubs at six different locations between 3 and 16 July: staring in London and taking in Manchester, Leeds, Bristol and Brighton before returning to London.
Another phase of Haagen-Dazs’ Wimbledon work sees it run a set of media partnership ticket competitions: such as one with ‘Stylist’ which offers readers a chance to win an exlcusive VIP tennis experience with Centre Court tickets to the Ladies Final.
Plus the official cream is running a set of surprise athlete ambassador meet-and-greets with tennis stars and free ice cream through the tournament – such as this retail tie-up with Morrisons and Grigor Dimitrov.
Make your day extraordinary! Come to @Morrisons TODAY in Wimbledon opposite @lovewimbledon 330-430pm & share icecream with @GrigorDimitrov
— Häagen-Dazs UK (@haagendazsuk) July 3, 2017
Activative Comment:
Häagen-Dazs signed a five-year sponsorship deal with Wimbledon in 2016 and its initial activation last year was spearheaded by an Instagram campaign focused not on the tennis stars but on tracking the crowd’s reaction from the Centre Court during the tournament (see case study).
This 2016 activation seemed to be a forerunner of the brand’s fresh approach and new positioning.
Indeed, the tactical decision for Häagen-Dazs to link up with a fashion brand for its 2017 Wimbledon campaign follows its umbrella move away from its previous glossy, celebrity endorsements and sexy, star-fronted spots towards marketing with an increased emphasis on lifestyle and experiences.
The idea of centering marketing around the value young people place on experiences is an approach that aims to appeal to the ‘Instagram generation’.
This follows a brand refresh that has rolled out over the last 12 months – with a new design approach created by Manchester-based firm Love
– that stretches across established ranges and a host of new products (including a stick bar and minicup collection).
The shift, running under a new ‘Everyday Made Extraordinary’ strapline, is backed by a new £5m marketing campaign.
Links:
Häagen-Dazs UK
https://www.haagen-dazs.co.uk/
https://www.facebook.com/HaagenDazsUK/
https://twitter.com/haagendazsuk
AELTC/Wimbledon
http://www.wimbledon.com/inpursuitofg…
http://www.youtube.com/wimbledon
https://www.facebook.com/Wimbledon
https://twitter.com/Wimbledon
https://www.instagram.com/wimbledon/
https://plus.google.com/+Wimbledon
http://www.wimbledon.com/
Snapchat: add Wimbledon
