Monday, December 6, 2010

Making of haagen dazs website

Häagen Dazs
pure pleasure
by Charlotte Jane Dyson
April 8, 2002

Once upon a time there was ice cream. It came in three flavors and was available in big tubs for family tea time. It was nice, but that was all. Then came Häagen Dazs and the dynamics of the ice cream market changed forever. Suddenly, ice cream was grown up, sophisticated and even erotic. Can these core brand values be scooped up to make a really exciting website?

There is probably little doubt that this brand benefits from having the site function as a communication tool. It is, after all, the market leader in super-premium ice cream. The challenge is to ensure that the site is not just a sweet treat but rather builds on the brand’s core brand values.

The homepage sets the scene with a mouth watering product shot and the line ”the source for pure pleasure.” The user is invited to explore the site under eight headings, each of which aids the navigation process by describing the content before the clickthrough.

Browsing through the site one is constantly reminded of the great product that is Häagen Dazs, both through the use of text (“Natural ingredients simply combined and yet … pure pleasure”) and photography.

Flavors & Product packs a lot of information but manages to smooth it into something indulgent and enticing. There are five different products and under each of these are listed the range of flavors available. Each flavor is lovingly photographed and individually described (not that easy when you see how many different products and flavor combinations there are). Each description encourages the viewer straight to the superstore to fill the freezer with delicious ice cream.

If you want your ice cream to reach your lips in perfect condition then the section on Storing & Serving will be of special interest. There are also many delicious-sounding recipes, information on the shops and cafes, details on franchise sites, sponsorship information, competitions and even a Häagen Dazs club for US-based viewers.

The site is professional and informative, as one would expect. However, despite the company history and background on founder Reuben Mattus, there’s nothing on how the original launch package for the premium ice cream was put together or how Häagen Dazs managed to make ice cream sophisticated and even sensual. One of the more talked about campaigns last summer was Häagen Dazs’ fantastic erotic advertising. There is no sign of that here, which leaves one feeling a little, well, unsatisfied.

Häagen-Dazs chose to highlight this fact and market this benefit as a new luxury product.

The way they’ve ensured that their new Five product line will not cannibalize their bottom line is by this:limiting the ingredients to just FIVE ingredients. There are four essential ingredients that you must have to create ice cream. The fifth is for flavoring.

People understand that in order for them to have ‘crazy crap and the kitchen sink’ ice cream there must be more than one flavor. By limiting the scope of this new product Häagen-Dazs tells us that it’s limited and therefore special. The packaging gives off an air of luxuriousness and exclusivity by looking sparse, modern and white with minimal ornamentation. In an age of more, less truly is more.

Häagen-Dazs

From Wikipedia, the free encyclopedia

Häagen-Dazs

Type	Subsidiary
Industry	Retail
Founded	Brooklyn, New York (1961)
Founder(s)	Reuben and Rose Mattus
Headquarters	Oakland, California, U.S.
Products	Ice cream
Parent	General Mills
Website	www.Haagen-Dazs.com

Häagen-Dazs locations worldwide

Häagen-Dazs' first store at 120 Montague Street, Brooklyn, New York

Chocolate Decadence, Häagen-Dazs, VivoCity,Singapore

Häagen-Dazs (pronounced /ˈhɑːɡəndɑːs/) is a brand of ice cream, established by Polish immigrants Reuben and Rose Mattus in the Bronx, New York, in 1961. Starting with only three flavors: vanilla, chocolate, and coffee, the company opened its first retail store in Brooklyn, NY, on November 15, 1976^[1] and then offered franchises throughout the United States and 54 other countries around the world. Häagen-Dazs produces ice cream, ice cream bars, ice cream cakes, sorbet and frozen yogurt.^[2] The company that sells Häagen-Dazs products in the US^{[clarification needed]} is located in Oakland, California.^[3]

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[edit]Overview

The ice cream comes in many different flavors and is a "super-premium" brand, meaning it is quite dense (very little air is mixed in during manufacture), uses no emulsifiers or stabilizers other than egg yolks, and has a high butterfat content. Häagen-Dazs is also meant to be kept at a temperature that is substantially lower than most ice creams in order to keep its intended firmness. It is sold both in grocery storesand in dedicated retail outlets serving ice cream cones, sundaes, and so on.

[edit]Name

The name does not derive from any of the North Germanic languages; it is simply two made-up words meant to look Scandinavian to American eyes (thedigraphs "äa" and "zs" are not a part of any native words in any of the Scandinavian languages). This is known in the marketing industry as foreign branding. Mattus thought that Denmark was known for its dairy products and had a positive image in the U.S.^[4] He included an outline map of Denmark on early labels, as well as the name of Copenhagen.^[5]

Daughter Doris Hurley told PBS documentary An Ice Cream Show (1999) that her father Reuben Mattus sat at the kitchen table for hours saying nonsensical words until he came up with a combination he liked. The reason he chose this method, was so that the name would be completely unique and original.^[6]

The playful spelling devices in the name evoke the spelling systems used in several European countries. Another example of this branding is the renaming of the Teatro Calderón in Madrid, Spain, to Teätro Häagen-Dazs Calderón.^[7]

Double vowels are common in Dutch, but the use of the umlaut is not common in that context. The umlaut in the title would suggest an A sound like that in "cat". The word "haagen" would roughly translate to "Of The Hague". The word "Dazs" cannot be translated, and the "zs" combination is only found in Hungarian.

[edit]Business history

In 1980, Häagen-Dazs unsuccessfully sued Frusen Glädje, an ice cream maker whose name, in Swedish, means "frozen delight".^[8]

Häagen-Dazs was bought by Pillsbury in 1983. General Mills bought Pillsbury in 2001.^[9]^[10] However, in the United States and Canada, Häagen-Dazs products are produced by Nestlé subsidiary Dreyer's, which acquired the rights as part of the General Mills-Pillsbury deal.^[11]^[12] The brand name is still owned by General Mills but is licensed to Nestlé in the US and Canada.

To offset increasing costs of their ingredients and the delivery of the product, Häagen-Dazs announced that in January 2009 it would be reducing the size of their ice cream cartons in the US from 16 US fl oz (470 ml; 17 imp fl oz) to 14 US fl oz (410 ml; 15 imp fl oz).^[13] Additionally they announced that in March 2009 they would be shrinking the 32 US fl oz (950 ml; 33 imp fl oz) container to 28 US fl oz (830 ml; 29 imp fl oz).^[14] In response, Ben & Jerry's said that they would not be changing the sizes of their cartons.^[13]^[15]

[edit]Public relations

In 2009, a sign that appeared to invite only foreigners to a newly opened Häagen-Dazs in New Delhi, India, led to complaints. The Indian subsidiary removed it and apologized.^[16]^[17]

^ See sign outside that first store, shown at File:Häagen-Dazs' first shop.jpg.
^ "Products". Häagen-Dazs. Retrieved June 10, 2010.
^ "Contact Us". Häagen-Dazs. Retrieved June 10, 2010.
^ "Haagen-Dazs whips up Japan gains with tailor-blended ice cream". The Daily Yomiuri(Tokyo): p. 1. August 16, 2004.
^ Hevesi, Dennis (December 1, 2006). "Rose Mattus, 90, Co-Creator Of Haagen-Dazs Ice Cream, Dies". The New York Times: p. C.11. Retrieved June 10, 2010.
^ "An Ice Cream Show (1999)". The New York Times. Retrieved June 10, 2010.
^ Teätro Häagen-Dazs Calderón (home page). Retrieved on 13 February 2007.
^ http://ccat.sas.upenn.edu/~haroldfs/popcult/handouts/adverts/ipr_11_95.html

Visual identity of haagen dazs

Häagen-Dazs is strongly commited to maintaining and reinforcing its super premium brand identity. As part of this, Brainstorm developed a method to enhance the consumer brand experience throughout their network of international shops.

The content delivery system we developed has now been in place for over six years. It uses bespoke software to run tailor-made content across multiple plasma screens. The updateable media is adaptable for international implementation, creating an integrated campaign that maintains brand consistency across all of the Häagen-Dazs outlets.

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