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."