e Haagen-Dazs brand has welcomed a new member to its family -- gelato, a frozen dessert with an Italian accent that has the nuances and traditions of its homeland.The Haagen-Dazs brand will formally introduce seven flavors of gelato: Stracciatella, Sea Salt Caramel, Dark Chocolate Chip, Limoncello, Black Cherry Amaretto, Vanilla Bean and Cappuccino. The introduction in the U.S. will be supported by an integrated marketing communications campaign that showcases the craftsmanship and richness of Italy, the decadence of gelato and the mystique of "La Dolce Vita" – the sweet life.
"We are thrilled to be the first national super premium brand to offer gelato to our new and existing fans," Haagen-Dazs brand manager Cady Behles said. "Our goal was to create a campaign that captures 'La Dolce Vita' and immerses our fans in the Italian culture through sight, sound and, of course, taste."
To celebrate the nationwide launch, Haagen-Dazs Gelato will be featured in television, print and digital advertising as well as public relations, point of sale materials and a social media-driven consumer promotion.
