Ice cream is associated with being a product that can make anyone feel like a kid, so the new Häagen-Dazs ice creams branding seen here is intended to help extend that feeling to the packaging. The brand showcased new packaging at the Experience Square that it set up for the brand's annual Investor Day to highlight the distinctly ornate new designs. This included swirling artwork creations that were made by international artists with their own style in mind with inspiration coming from the ice cream flavors and textures themselves.
The Häagen-Dazs ice creams new packaging was explained with the VP and Marketing Director of Häagen-Dazs, Jennifer Jorgensen, who said, "Globally, before we did this brand refresh, consumers universally would say ‘We love Häagen-Dazs, we love the product, but could you please change the packaging?’ Consumers wanted to stay with us because we are on trend…with the simple, real ingredients and high indulgence. But it’s just the branding side of it that they felt didn’t represent them."
What's Driving This Trend
- Artistic Ice Cream Packaging
- Opportunity for disruptive innovation by exploring unique and creative packaging designs for ice cream brands.
- Customized Artwork Collaboration
- Opportunity for disruptive innovation by partnering with artists to create customized artwork reflecting the flavors and textures of ice cream products.
- Emotional Branding Experience
- Opportunity for disruptive innovation by creating packaging that evokes a nostalgic and playful feeling, appealing to consumers' desire for a fun and indulgent ice cream experience.
Who This Affects Most
- Food Packaging
- Opportunity for disruptive innovation in reimagining and transforming the packaging designs for various food products, including ice cream.
- Art and Design
- Opportunity for disruptive innovation in leveraging artistic collaborations to enhance the visual appeal and customer experience of consumer products, such as ice cream.
- Food and Beverage
- Opportunity for disruptive innovation in creating unique and immersive brand experiences in the food and beverage industry, through innovative packaging and branding strategies.
