- The Paris Olympics may be over, but Häagen-Dazs isn’t quite ready to leave the City of Light, linking with Paramount Consumer Products on the season four premiere of the Netflix series Emily in Paris.
- In honor of the show’s premiere on August 15, the brand is launching a new campaign, “Be More Emily,” that will feature a limited-edition collection of ice cream in special packaging, pop-up activations and social media challenges, and a chance to win a trip to Paris.
- The promo is meant to highlight the two brands’ shared journeys of being “born in America, crafted in France and adored by fans worldwide,” according to press materials.
“This partnership is a celebration of this shared heritage and unites two icons in luxury and style,” said Priscilla Zee, Häagen-Dazs Brand Director. “Redesigned in stylish Emily in Paris packaging, both limited-edition ice cream flavours embody a deliciously indulgent taste experience, perfect for fans looking to savour the finer things in life.”
The Emily in Paris ice cream collection will feature the brand’s Strawberry and Salted Caramel ice cream flavors in special show-themed packaging. The product will be available in 41 global markets, including France, the UK, Spain, Latin America, Singapore, India, Italy, Hong Kong and Taiwan. A special collection of Emily in Paris-themed cakes and creations will also be available in select Häagen-Dazs stores around the world.
The brand will promote these products with a series of activations including pop-up experiences and social media challenges in select locations throughout the world throughout August. In addition, consumers in 20 markets will be able to scan a QR code on the packaging for a chance to win prizes, including a once-in-a-lifetime trip to Paris that will include visits to the city’s most iconic locales.
“This new campaign celebrates uncompromised indulgence, and this is something we champion throughout all of our campaigns,” Zee said. “Häagen-Dazs’s ethos encourages everyone to live life to the fullest, and we feel this aligns perfectly with the character that Emily represents in the show.”
Häagen-Dazs recently kicked off the second year of “The Rose Project,” an initiative to award grants to five budding female entrepreneurs. The program is named in honor of the brand’s co-founder Rose Mattus.
