In order to mark its re-entry into the Australian market, Häagen-Dazs set up a pop-up ice cream tasting in the city of Melbourne.
During the installation's five-week stay at Federation Square, visitors will be able to sample 12 signature ice cream flavors from the brand. As ice cream is at the center of this experience, the ice cream tasting experience is styled like a sit-down restaurant. Guests will be seated at a table and will be able to place an order for up to three flavors. Scoops of Häagen-Dazs are served like main courses on white platters. For those who can't get enough of the ice cream, there will be tubs of Häagen-Dazs on-site available for purchase.
Häagen-Dazs originally entered Australia in 1999, but a decline in sales led the brand to make its exit from the country in 2004. With experiential marketing like this, Häagen-Dazs is set to help Australians rediscover its product assortment.