Haagen-Dazs is launching a Chocolate Midnight Cookie ice-cream with a
campaign by Bartle Bogle Hegarty aimed at night owls.
The flavour will be launched at a midnight party at the Haagen-Dazs
flagship cafe in Leicester Square on 15 November. The upmarket ice-cream
will also be available through a special late-night delivery service
until 15 February, 1997 - the day after Valentine’s Day. Potential
customers can call a Chocolate Midnight Cookies hotline for a tub of
ice-cream to be delivered by messenger within central London from 10pm
until 4am each night.
To publicise the launch party and hotline, BBH has created a series of
tactical ads to run in listings titles, including Time Out.
Teaser ads will also run in London taxi cabs asking: ‘Do you really want
to go back for coffee or do you want something more?’
The first ads are in the style of lonely heart appeals, while subsequent
press work will concentrate on the hotline.
The campaign was written by Pete Bradly and art directed by Marc
Hatfield. Media was bought and planned by Motive.
