New 'House of Häagen-Dazs' campaign launches with Bradley Cooper

Consumers invited to ‘Discover captivation by the spoonful’

Dubai, United Arab Emirates - Thursday, May 9th 2013 [ME NewsWire]

Luxury ice cream brand, Häagen-Dazs, announces today the launch of a new campaign across all of its key markets.  The campaign -- its largest campaign ever -- captures the sensual, yet sophisticated essence of Häagen-Dazs.  The campaign establishes the “House of Häagen-Dazs” and conveys its philosophy of iconic luxury and superior craftsmanship much in the way a fashion house would do.

The new multi-channel campaign features superstar and Academy-Award nominee Bradley Cooper, and includes integrated advertising across TV, press, outdoor and digital media, as well as throughout the 900 Häagen-Dazs Shops worldwide.

“Bradley Cooper is the first celebrity to appear in a Häagen-Dazs campaign and is a perfect match for the brand, epitomizing class and style,” says David Clark, President of Häagen-Dazs. “The new House of Häagen-Dazs campaign will reassert the pioneering, quality credentials of the brand and highlight our pure captivation and craftsmanship.”

Cooper will appear in an ad featuring Häagen-Dazs’ Secret Sensations range.

About Häagen-Dazs

Häagen-Dazs, which created the super-premium ice cream category in 1961, is today sold in more than 50 countries around the globe. Known for its taste, quality and innovation, Häagen-Dazs is available in retail locations, fine hotels and at more than 750 Häagen-Dazs Shops worldwide.

Like us on facebook: Facebook.com/HaagenDazsMENA

About General Mills

General Mills is one of the world’s leading food companies, operating in more than 100 countries. Its brands include Cheerios, Fiber One, Häagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, and Wanchai Ferry. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2012 worldwide sales of US $16.7 billion.

General Mills MENAT (Middle East, North Africa and Turkey) offices are based in Dubai, United Arab Emirates. From Dubai, we manage our portfolio of International Brands across the Gulf, Levant, North Africa and Turkey. Countries where our products are sold include KSA, UAE, Kuwait, Qatar, Bahrain, Oman, Lebanon, Jordan, Egypt, Morocco, Turkey.

Contacts

Sophie Wood

Senior Communication Executive

+971 4 445 6152           

sophie.wood@havasprme.com



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