The World: Tokyo - TBWA\Hakuhodo nets creative and media for Dolce

Haagen-Dazs has handed TBWA\Hakuhodo a creative and media buying assignment for its premium ice-cream brand Dolce.

TBWA\Hakuhodo won the brief following a pitch against a number of undisclosed agencies, and will now create a campaign that aims to differentiate the ice-cream by positioning it in a "completely new and unique" category.

The new campaign will break in September, and will incorporate TV, print, out-of-home and digital media.

Dolce first launched in Japan in 2007 with a range of premium ice-cream cups. The brand's launch was handled by Haagen-Dazs' roster agency JWT.

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