Haagen-Dazs has enjoyed tremendous success in China due to a very focussed entry-strategy based on store presence and dedicated brand-fridges for retailers. But as Chinese find an appetite for premium ice-cream, Haagen-Dazs faces the challenge of staying relevant with a new generation of netizens.
A Tmall/Haagen-Daz Ice-cream Cake
In collaboration with B2C site Tmall, Haagen-Dazs launched a special Tmall ice-cream cake and supporting digital campaign as part of the Tmall’s “Super Brand Day”. The campaign was timed to coincide with Haagen-Dazs’ 20th year in China.
In a series of digital posters, Haagen-Dazs created a story about a mythical ‘dessert master’ who goes to great lengths to source the flavours for the special Tmall ice cream cake. To support the launch, the ice cream brand a series of online posters.
See the poster campaign translated below
The following posters featured as part of the Taobao campaign, and on Tmall’s Haagen-Dazs’ Weibo feeds.
An assessment – Very Off-brand, brand fail
It feels this is another example of a brand getting too carried away with localising, forgetting their brand character in the process. Haagen-Dazs has always sat at the pinnacle of the category in China, as a result of their early entry and dedicated retail presence. But in this campaign, the very Chinese themes and product story do fit a brand that has always communicated leadership and premiumness.
It is a classic case of being “Tmall-ed” – if you are going to collaborate with the big e-commerce giants, don’t lose your brand in the process. Check out our previous article on how other brands have got TMALLED!.