Brand Experience and Activation > Product/Service
TBWA\GERMANY, Berlin / GENERAL MILLS / 2006
Awards:
Overview
Credits
ClientBriefOrObjective
Create a campaign that will reward loyal Häagen-Dazs customers in the Häagen-Dazs Cafés and stimulate repeat purchases. The campaign must communicate the basic proposition: Let your tongue travel.
Execution
Let your tongue travel. That is the Häagen-Dazs claim. Now with the new Häagen-Dazs tasty stamps, you can literally send your favorite taste sensation on a journey. These genuine Austrian postal stamps taste of Choc Choc Chips, Panna Cotta & Raspberry, Cookies & Cream, Macadamia Nut Brittle or Strawberry Cheesecake. Each flavour is assigned to a specific stamp motif.There were five motives in all. Loyal customers who bought 10 scoops of Häagen-Dazs ice cream were rewarded for their pleasure! They received free specially designed stamps and postcards, enabling them to send their favorite flavours as a greeting.
Outcome
Product sales almost doubled within four weeks.
Relevancy
The campaign was scheduled to last for one month. But by the two-week halfway mark, the stamps were already out of stock at the participating Häagen-Dazs outlets.
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