Häagen-Dazs targets HK youth with multi-sensory product launch

Häagen-Dazs has unveiled a new product range featuring a unique, multi-sensory texture experience—a key step in elevating how consumers enjoy indulgence moments.

Available until early July, the campaign "World dessert collection" targets traditional premium ice cream consumers, said a spokesperson from Häagen-Dazs. "While we continue to engage our core audience who value quality and craftsmanship, a key priority is to drive penetration by recruiting younger, experience-driven consumers and reactivating lighter users."

It aims to communicate the new World dessert series that elevates the overall ice cream experience through unexpected textures, delivering premium indulgence, as well as translating product unique selling point (USP) into a tangible, multi-sensory consumer experience to reinforce brand equity and drive trial.

The campaign adopted a product-led, experience-driven strategy—starting with building awareness of its unique product USP, and translating it into interactive, reward-based engagement across online and offline touchpoints to drive relevancy and trial.

To amplify the campaign, the brand has leveraged digital video and network out-of-home placement to build broad awareness of product launch and its texture-led USP. KOLs and influencers were engaged to amplify the activations and drive impact, as well as strong in-store visibility and presence across key retail outlets.

Meanwhile, the ice cream brand also launched an outdoor, large-scale interactive pinball installation in Causeway Bay to drive online and offline engagement, creating a high-impact on-ground experience. 

Operating over two weekends in mid-June 2026 on the open ground outside 54-56 Russell Street, the experiential activation uses a gamified lucky draw to bridge the gap between product marketing and physical trial.

Passersby who scan a giant digital screen's QR code and obtain a verification code from on-site staff can play a digital game to win prizes ranging from brand vouchers to bulk product deliveries, including a grand prize of a one-month supply of the new ice cream shipped directly to their homes.

Other tiered prizes from the pinball lucky draw directly incentivise immediate sampling, such as single-day vouchers for a free double scoop of the new flavors at the nearby Times Square boutique, brand cash vouchers, and discount coupons redeemable at local convenience stores and supermarkets.

This campaign resonates with HK consumers through its blend of global dessert inspiration and locally relevant engagement, added the spokesperson. "By combining familiar flavours with nostalgic interactive pinball gaming and instant rewards, we were able to create a campaign that feels premium, engaging while highly accessible and culturally relatable."

"Consumers in Hong Kong today are not just looking for novelty in products—they value experiences that engage both the senses and the brand. While our multi-texture innovation—combining layers of taste, texture and sensory contrast—provides a strong foundation, we extend this through interactive and shareable touchpoints to create a more engaging and memorable brand experience," added the spokesperson. 

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