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.