Ice cream brand Häagen-Dazs is unveiling a new, high visibility TV campaign to boost awareness of Secret Sensations, its biggest product innovation in recent years.
The Secret Sensation ice cream features a patented technology which creates a centre of liquid sauce enveloped in Häagen- Dazs ice cream.
On air now and running across all major TV channels until August, the new creative aims to highlight the product’s selling point – a ‘heart of sauce’.
Featuring an ‘indulgent treat’ moment shared between a couple, in an at-home setting, the TV advert closes in on the liquid sauce which illustrates Secret Sensations’ indulgent positioning.
The advert also champions the product’s two flavours; Chocolat Fondant and Crème Brûlée.
The national TV campaign is being further amplified with a high-profile PR launch and in-store sampling in more than 450 stores across the UK to give consumers the opportunity to experience first-hand Secret Sensations’ taste and liquid sauce technology.
The campaign aims to increase awareness and drive purchases amongst consumers looking for an extravagance for the growing number of ‘indulgent treat’ moments.
Ed Culf Marketing Director at Häagen-Dazs said:
“Once the new TV campaign goes live from May, we expect a huge demand from consumers, driven by Secret Sensations’ unique offering including a delectable liquid centre of sauce and unique ice cream flavours.
“In research, consumers gave the product a massive thumbs up with purchase intent at 74% and an impressive 41% saying they will definitely buy the product.
“Retailers can turn this intent into sales by ensuring that POS is given high visibility and by creating theatre and stand- out positioning within ice cream fixtures to turn the awareness we are creating through our marketing campaign, into profit in store.
“This is a fantastic opportunity for retailers to really push trade-up opportunities, as Secret Sensations competes not only with other ice cream brands but with the entire indulgent desserts category.”