NEWS: BBH unveils Haagen-Dazs press campaign

Haagen-Dazs is to push the instant gratification angle of its ice-cream products in what its agency, Bartle Bogle Hegarty, claims is the first use of scratch panels in a press ad.

Haagen-Dazs is to push the instant gratification angle of its ice-cream

products in what its agency, Bartle Bogle Hegarty, claims is the first

use of scratch panels in a press ad.



Each full-page black-and-white ad has a large gold latex square carrying

the words, ‘rub here’. Scratching it reveals a couple enjoying the

pleasures of a Haagen-Dazs impulse product.



The photos - by Henrik Thorup-Knudsen - also peel away to uncover a

product photograph.



The art director, Gary Martin, teamed up with the copywriter, Mark

Goodwin, to create the work under the leadership of Steve Hooper, a

creative director at BBH. It is the first time Haagen-Dazs has promoted

its impulse product, having traditionally put all of its advertising

resources behind the familiar pint-sized ice-cream cartons.



The pounds 750,000 campaign will be carried in upmarket magazines,

including Marie Claire, Esquire and Hello!. The ‘instant Karma’ ad, for

Stikbars, will appear in August issues, with ‘instant pleasure’, for

Mini-cups, following in September. Media planning and buying is by

Motive.



‘The ads say that the impulse products have the sensual value of the

cartons but with instant gratification, so we’ve used the instant

mechanics everyone knows - scratchcards,’ Clare Nunnely, BBH’s deputy

team leader, said.



The press campaign follows the return of the commercial, ‘heat’, to TV

this month.