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
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
‘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