# Ice Cream Parlor Pop-Ups Häagen-Dazs Introduces an Ice Cream Tasting Experience to Melbourne By Laura McQuarrie | Published 2016-04-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ice-cream-tasting References: [eventmagazine](http://www.eventmagazine.co.uk/haagen-dazs-launches-pop-up-house-melbourne/brands/article/1389152) & [haagendazs.us](http://www.haagendazs.us/) In order to mark its re-entry into the Australian market, [Häagen-Dazs](https://www.trendhunter.com/trends/flavours-of-love) set up a [pop-up ice cream tasting](https://www.trendhunter.com/trends/artisanal-ice-cream-popup) 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](https://www.trendhunter.com/trends/ghirardellis-sampling-event) like this, Häagen-Dazs is set to help Australians rediscover its product assortment. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 82% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What Makes This Trend Stand Out - **Experiential Marketing:** Creating interactive and immersive experiences for consumers to engage with brands and products. - **Pop-up Retail:** Setting up temporary stores or installations to generate excitement and create a sense of urgency for shoppers. - **Product Tastings:** Offering samples of products to give consumers a firsthand experience and encourage purchase. ### Sectors Adopting This - **Food and Beverage:** Incorporating unique dining experiences and tastings to enhance customer engagement and loyalty. - **Retail:** Utilizing pop-up shops and limited-time events to generate buzz and drive sales. - **Marketing and Advertising:** Developing innovative strategies such as experiential marketing to create memorable brand interactions. ## Related on Trend Hunter - [Macaron-Inspired Pop-Ups](https://www.trendhunter.com/trends/flavours-of-love.md) - [Sporty Ice Cream-Themed Activations](https://www.trendhunter.com/trends/hagendazs-flavour-club.md) - [Revamped Ice Cream Shops](https://www.trendhunter.com/trends/thats-dazs.md) - [Boozy Ice Cream Pop-Ups](https://www.trendhunter.com/trends/ice-cream-pop-up.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Playfully Indulgent Ice Cream](https://www.trendhunter.com/trends/city-sweets-collection.md) - [Logo-Shaped Ice Cream Bars](https://www.trendhunter.com/trends/hagendazs-stickbars.md) - [Ice Cream Sandwich Pop-Ups](https://www.trendhunter.com/trends/chips-ahoy-popup.md) - [Carefree Ice Cream Campaigns](https://www.trendhunter.com/trends/hagendazs-x-pierre-herm-campaign.md)