Häagen-Dazs has announced a partnership with Paramount Consumer Products for the popular Netflix show Emily in Paris. To celebrate season four debuting on 15 August, Häagen-Dazs’ ‘Be More Emily’ campaign features a limited-edition ice cream collection, alongside pop-up experiences and social media challenges.
The limited-edition ice cream collection sees the Strawberry and Salted Caramel flavours redesigned in Emily in Paris-style packaging in 41 markets around the world, including France, UK, Spain, LatAm, Singapore, India, Italy, Hong Kong, and Taiwan. A collection of Emily in Paris cakes and creations will also be available in select Häagen-Dazs shops.
In 20 markets, shoppers will be able to scan a QR code of the limited-edition packaging for the chance to win prizes, including a trip to Paris. The trip will include the ‘Paris by Emily’ travel experience from Dharma. Häagen-Dazs will also be holding a series of events throughout August, celebrating the partnership both in-person and online.
“This partnership is a celebration of our shared heritage in France.” said Priscilla Zee, Brand Director at Häagen-Dazs. “We are delighted to bring that to life for fans of both brands globally, as they experience a taste of Paris with their favourite flavours enjoying the limited-edition designs and exclusive experiences.”
The creative idea for the campaign was conceptualised by Forsman & Bodenfors New York.
