ME Newswire
Dubai, United Arab Emirates - Tuesday, May 21st 2013
Gourmet ice cream brand Häagen-Dazs, invited guests to step into their new world of luxury, style and taste at an exclusive cocktail reception for VIP guests and press. Dubai is the first market to establish the “House of Häagen-Dazs” and to convey its philosophy of iconic luxury, experience and superior craftsmanship much in the way a fashion house would do.
“Where could be better to launch a campaign focusing on luxury and style than in Dubai? We are extremely excited to reveal the ‘House of Häagen-Dazs’ to all our consumers,” said Laurent Favreau, General Mills MENAT Marketing Director.
Held at Magnolia, at Al Qasr Hotel, Madinat Jumeirah, the private space was transformed to portray a physical impression of the “House of Häagen-Dazs”. Luxurious settings, decoration and refreshments gave guests an insight into the couture of the ice cream world.
While surrounded by a jazzy atmosphere, guests were treated to a selection of indulgent savory canapés and beverages before experiencing the pure and authentic taste of Häagen-Dazs. Flavors from the brand’s Secret Sensations range; Chocolate Fondant, Crème Brûlée and Meringue & Raspberry Fondant were served.
Next on the agenda for the “House of Häagen-Dazs” is a mall activation at the Dubai Mall from May 30 – June 1. The real life recreation of the “House of Häagen-Dazs” will invite consumers to step into a world of luxury, style, taste and experience. A world of couture ice cream, where the purest and best ingredients meet the finest craftsmanship… a place where each flavor has its own unique origins and story about what makes it so precious.
These activities follow the recent announcement of Bradley Cooper as the star of the brand’s new campaign.
The new multi-channel campaign features the superstar and Academy-Award nominee, and includes integrated advertising across magazines, outdoor and digital media, as well as throughout Häagen-Dazs shops around Middle East & North Africa.
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.
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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, and Turkey.
Contacts
Sophie Wood
Senior Communication Executive
Havas PR Middle East
+971 4 445 6152
sophie.wood@havasprme.com
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