Haagen-Dazs is to reposition itself as Europe’s finest quality
ice-cream following the appointment of Euro RSCG Wnek Gosper to its
pounds 12 million pan-European account.
The agency will take the new tack in favour of the brand’s previous
sex-led strategy after beating Young and Rubicam to the business in a
head-to-head pitch. New work is likely to appear after the summer.
The two shops had already seen off contenders includ-ing Lowe
Howard-Spink, Leo Burnett, BST-BDDP, and WCRS. Haagen-Dazs formally
split with its previous agency, Bartle Bogle Hegarty, three months ago
(Campaign, 14 February). The agency declined to repitch when Pillsbury
a review of the full-service account.
The review at Haagen-Dazs is believed to be part of a new strategy aimed
at making the brand a mass player on the Continent. The ice-cream
company now has serious ambitions in France and Spain.
Media, which was previously at Bartle Bogle Hegarty’s media dependant,
Motive Communications, is thought to have gone to Mediapolis, which is
jointly owned by Euro RSCG and Young and Rubicam.