# Ice Cream-Inspired Superbowl Campaigns Häagen-Dazs Aims to Connect with Younger Consumers By Lima Kalim | Published 2024-07-12 | Updated 2024-07-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nicefrank References: [marketingdive](http://marketingdive.com/news/haagen-dazs-nice-frank-creative-aor-super-bowl/720700/) & [haagen-dazs](https://www.haagen-dazs.ca/en/hd-en)  Nice&Frank, a renowned creative agency, has been chosen as the agency of record (AOR) for Häagen-Dazs, the [premium ice cream brand](https://www.trendhunter.com/trends/new-haagen-dazs-products) in the United States. This collaborative partnership seeks to enhance [Häagen-Dazs'](https://www.trendhunter.com/trends/decadent-yogurt-snacks) brand presence and engage with consumers in innovative ways. To strengthen its brand and capture the attention of younger consumers, Häagen-Dazs is gearing up to showcase its first-ever nationwide Super Bowl commercial in 2025. This strategic move is an integral part of the overarching 'That’s Dazs' campaign that has existed for five years. The aim is to further solidify its position as the leading ice cream brand in the U.S. and to increase its penetration in households, already boasting a presence in one-quarter of them. Image Credit: Häagen-Dazs ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 28% | Activity: 26% | Freshness: 26% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Ice Cream-centric Advertising:** Häagen-Dazs' Super Bowl commercial signifies an evolution in how premium food brands leverage major events to captivate younger demographics. - **Event-based Marketing:** Integrating a commercial into the Super Bowl illustrates the growing trend of brands aligning with popular culture moments to boost visibility. - **Youth-targeted Campaigns:** The focus on younger consumers by Häagen-Dazs highlights a shift towards crafting marketing strategies that resonate with the preferences of millennials and Gen Z. ### Where This Applies - **Food and Beverage:** The collaboration with Nice&Frank to enhance brand presence points to an increasing trend of creative partnerships within the food and beverage sector. - **Advertising and Marketing:** Häagen-Dazs’ approach to utilizing high-profile events like the Super Bowl spotlights the innovative tactics in the advertising and marketing industry. - **Consumer Goods:** Targeting household penetration and younger audiences underlines shifts in the consumer goods industry towards more dynamic and youth-centric brand strategies. ## Related on Trend Hunter - [Carefree Ice Cream Campaigns](https://www.trendhunter.com/trends/hagendazs-x-pierre-herm-campaign.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.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) - [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) - [Founder-Honoring Ice Creams](https://www.trendhunter.com/trends/hagendazs-ice-cream-flavor.md) - [Branded Frozen Desserts](https://www.trendhunter.com/trends/branded-frozen-desserts.md) - [Decadent Yogurt Snacks](https://www.trendhunter.com/trends/decadent-yogurt-snacks.md)