Haagen Dazs; That’s Dazs

I’m a firm believer in the importance of diverse voices. Especially when it comes to defining luxury. Luxury is not something you become a part of, it’s something you find when you’re being decadently yourself.

So for longstanding luxury ice cream brand, Haagen Dazs, we sought out to take luxury out of the ivory tower, letting young diverse tastemakers define it for themselves.

​In the end, we’d taken back the lead market share, had 4x year over year in sales, and increased snack business by 42%.