Kuala Lumpur : TBWATEQUILA Malaysia (TBWA) was awarded the Häagen-Dazs Asia-Pacific regional account by General Mills, encompassing Malaysia, Indonesia, Korea, Singapore, Thailand, The Philippines and the Polynesian Islands as well as Guam. The win sees TBWA taking the responsibility for advertising and communications for Häagen-Dazs, further cementing its status as a TBWA global account.
The brief called for the development of a new brand positioning campaign with the objective of re – establishing the iconic status of Häagen-Dazs in the super premium ice cream category. General Mills awarded TBWA the contract after reviewing the 24th Most Innovative Company1 in the world’s credentials and TBWA’s proven ability to roll-out highly effective marketing solutions of international quality using Malaysia as a cost-effective regional base.
TBWA will develop a Regional Communications Toolkit to work with the key markets so it can be leveraged to support new flavor launches and augment the gifting portfolio. The agency was also required to demonstrate how the concept can be brought to life in-store, retail outlets and online. TBWA will also be responsible for overall campaign & website management.
Trevor Pickard, Regional Marketing Director, General Mills Asia Pacific Limited, shares his views on the campaign award: “Conceptually, we are extremely pleased with the ideas and level of execution presented by TBWA. Ice cream lovers the world over recognize the Häagen-Dazs logo as synonymous with the ultimate superpremium ice cream on the planet and we are delighted to entrust that to TBWA. A key factor in the award was the fact that with TBWA in Malaysia, we have the best of both worlds – an agency of international standards and quality and a cost-effective regional base.”
Frank Nelwan, Vice President, Brand Leadership at TBWA, said, “We are thrilled to be working on such a prominent regional account, particularly with an iconic brand with such a rich history. The win also fits with the agency’s profile since we are custodians for other premium, regional & global brands with widespread appeal.”
Nelwan added, “We also see this as a fantastic opportunity to take the Häagen-Dazs brand forward in reaching out to a whole new generation of affluent, pleasure seeking individuals through compelling creative and engaging ideas to resonate with them. Häagen-Dazs as a brand has always maintained its premium factor, but with TBWA’s philosophy of Disruption and Media Arts, we want to tell the brand and
product story in a refreshing and relevant way.”
The news coincides with the launch of Häagen Dazs’ new flavor, Apricot Cream, which promises that every handpicked apricot is selected within one day to keep its glamourous appearance and juicy texture to discerning consumers. With more exciting product launches to follow, the appointment of TBWA heralds a renaissance in the making for the original super-premium ice cream brand, one that will surely leave a lasting impression in the mind and in the mouth.