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Rebranding for an aesthetically led Millennial audience

How can a brand use design to reinvent itself for a millennial audience?

In the swinging 60s, Haagen-Dazs was a cult brand celebrated for its uniqueness and different approach to making ice cream. However, in the years since, despite growing to be a global icon in over 90 countries, the brand realised they had a problem: young people just weren’t buying it.

Hear from the HD global marketing team about how they embraced the challenge of making themselves relevant to young people again with a specific strategy to target millennials, focussing especially on packaging design for this “aesthetically-led” generation.


Gini Sharvill Häagen-Dazs

Gini Sharvill