In order to acquire new customers and increase brand retention, Häagen-Dazs expanded its distribution to new markets and refreshed its brand positioning to appeal to a broader audience of ice cream enthusiasts. The brand messaging now focuses on the quality ingredients that enable Häagen-Dazs to be "made like no other". Arc redesigned the website to support this positioning and Häagen-Dazs’ many products. Consumers can quickly find products and flavours using the simple navigation and layout. Product suggestion areas allow for cross-promotion. Stunning visuals highlight the ingredients and quality of the products and help to drive customers to retail for purchase.