To introduce Häagen-Dazs new street-food inspired City Sweets collection, the brand took over a New York City bodega and transformed it into an unexpectedly indulgent, fully immersive experience. The setting hosted tastemakers, influencers, partners and foodies over two days who could walk through the aisles tasting the new City Sweets flavours featuring churros, Black & White cookies, salty pretzels and more.
Rose & Reuben’s Bodega, named to honor the original founders of the Häagen-Dazs brand, was created and envisioned by the brand’s creative agency Cartwright to bring to life its #That’sDazs brand platform introduced last year. While it looks like a classic bodega on the outside, once you step in and open the freezer full of Häagen-Dazs, a hidden door transports you into a modern-day speakeasy where the brand comes to life.
“That’s Dazs speaks to a new definition of what luxury is today – one that is approachable and less mired in gold leaf and the trappings of exclusivity,” explained Keith Cartwright, Chief Creative Officer of Cartwright. “There is nothing more luxurious than the sensual experience of eating Häagen-Dazs – but it doesn’t mean you need a silver spoon. We created the Bodega to bring to life the new ethos of how luxury is where you are when you are open to experiences.”
#ThatsDazs launched last year to elevate a new generation of diverse tastemakers and creators. Through this platform, the brand enlisted the talents of Brooklyn-based artist, Jade Purple Brown, one of its influencers last year, to design the new City Sweets packaging with her bright, distinctive, and colorful creations. Her color palette and designs are also featured on the walls and interiors of the bodega.
“Jade’s smooth, swirling shapes and bold style capture the playful, vibrant spirit of the new Häagen-Dazs City Sweets collection.” said Elizabell Marquez, chief marketing officer at Dreyer's Grand Ice Cream. “Inspired by the creativity of Häagen-Dazs founding tastemakers who emigrated from Poland to the Bronx, we are continuing our work to uplift new voices and showcase diverse creators. We were inspired by Jade’s work as a #ThatsDazs tastemaker in 2021 and immediately thought of her when considering who should design the City Sweets packaging.”
In addition to the bodega launch event, Häagen-Dazs will support City Sweets through a wide array of advertising created by Cartwright that includes broadcast advertising, out of home, print and social. The advertising is rolling out through May into the summer.
Häagen-Dazs will also continue to uplift marginalized creative communities in 2022 as part of the company’s $1.5M commitment that began last year. This year it includes a partnership with singer and actress Leslie Grace. In 2021, Häagen-Dazs donated $500,000 to groups including Hillman Grad Mentorship Lab, Allies in Arts, La Cocina, She Is The Music and The Council of Fashion Designers of America (CFDA) and will be donating $500,000 this year to organizations such as Hot Bread Kitchen, a nonprofit that supports women of color and immigrant women in New York City’s (NYC) food industry, and The Tank, a NYC-based nonprofit organization that supports emerging performing artists.
The Häagen-Dazs City Sweets collection is available in five flavors (Dulce de Leche Churro, Coffee Chocolate Brownie, Chocolate Peanut Butter Pretzel, Summer Berry Cake Pop, Black & White Cookie) and as snack bars in three flavors (Dulce de Leche Churro, Chocolate Peanut Butter Pretzel, Summer Berry Waffle). The City Sweets collection is available nationwide with a suggested retail price of $6.49 for 14 oz. containers and $5.49 for cartons of three bars.