Häagen-Dazs ice cream is surely the pinnacle of great ice creams. It should be! It is a luxury brand created with the same care and craftsmanship that top fashion houses give to their seasonal ranges.
The media were invited to a luxury boutique hotel, the magnificent Munro Boutique Hotel (opposite KES in St Patrick Road) with its panoramic views of Johannesburg, for the launch of the new campaign which features the world’s sexiest man, Bradley Cooper, in the new range of advertisements which will be shown across multiple media touch points as well as throughout the 900 Häagen-Dazs shops worldwide.
Currently South Africans at home can only get Häagen-Dazs ice cream at Sandton City, Hyde Park, Melrose Arch, OR Tambo Airport and the V&A Waterfront. However at these shops one can get fabulous ice cream infused drinks, fondues, patisserie pairings and other ice cream creations. The House of Häagen-Dazs is looking to expand into other luxury markets in South Africa.
Häagen-Dazs was started by Reuben and Rose Mattus, a Jewish couple, in New York in 1961 with only three flavors: vanilla, chocolate, and coffee, recipes which he had watched his Polish mother make and sell from as early as 1921. The name was on that Mattus made up to sound Danish, although Danish has neither an “ä” (umlaut) nor a “zs” (digraph) in it. It has absolutely no language meaning whatsoever, although it has come to represent itself pretty well as a “super-premium” brand. The Danish sounding name was also said to be a tribute to Denmark for its exemplary treatment of its Jews during the Nazi occupation in the Second World War. Häagen-Dazs opened its first retail store in 1976. It uses only natural products (no stabilizers such as guar or xanthan gum or carageenan, and is made in France, not the USA.
Häagen-Dazs makes a very dense ice cream and it is stored at 0°F (-17.8°C), a temperature substantially lower than that used for most ice creams, in order to keep its intended firmness. In fact it was interesting to see how long the ice cream stayed frozen quite solid even in the warm Johannesburg afternoon and how hard the young ladies dispensing the two new flavours, Mint Leaves and Chocolate and Salted Caramel, had to work in order to satisfy the demands of members of the media.
We were also treated to wonderful ice cream infused cocktails which were mixed with various alcohol flavours. There were alcohol free cocktails for those of us who preferred those. The mint leaves and chocolate fudge ice cream was delicious, but of the two flavours I preferred the salted caramel brittle ice cream.
Häagen-Dazs is a high-end product and the new campaign underscores the idea of a lifestyle which goes beyond the ordinary into a world where only the finest quality is acceptable. I like that.