Häagen-Dazs Slows Things Down with Summer Campaign

Häagen-Dazs wants you to enjoy your ice cream the way it was made to be eaten — slowly.

After introducing its "Slow" platform during this year’s Super Bowl, the premium ice cream brand is back with the next phase of the campaign.

Titled “Slivers of Slow," the summer rollout focuses on savoring small pauses in everyday life, turning even the quickest breaks into something worth enjoying.

 

 

 

 

 

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With Millennials and Gen Z in mind, it highlights how moments of calm can in fact still exist within busy schedules.

"Fresh off the momentum of our recent Super Bowl campaign, we’re thrilled to team up with Häagen-Dazs for a new summer launch that encourages everyone to slow down and savor the moment with some ice cream," nice&frank Creative Director Nicole LeLacheur told DesignRush

According to LeLacheur, the campaign hopes to reach ice cream enthusiasts everywhere, but zones in on the "time-strapped" Millennials and Gen Zers that feel the weight of constant hustle.

"Slivers of Slow" refers to these fleeting, everyday moments "where we can take a breath and just be."

"Just like Häagen-Dazs ice cream, crafted to be creamier and melt slower, we’re inviting people to slow down and indulge a little more mindfully," LeLacheur explained. 

 

"Whether it’s a leisurely walk home from work, a quiet escape to a rooftop hideaway, or a stolen moment in a parked car with a Salted Caramel Macadamia bar — these are the moments worth savoring."

Tying brand identity to both lifestyle and product features is the brand marketing strategy Häagen-Dazs takes with its latest campaign.

It's true — we need to slow down. But in doing so, we can enjoy ice cream that melts slowly at the same time. 

Slow Down with Häagen-Dazs

The campaign's TV spots show scenes like meet-ups with friends, quiet grocery runs and solo car rides, where the simple act of enjoying a scoop or a bar becomes its own reward.

These settings make the ads feel familiar and personal, emotionally engaging with audiences looking for comfort in the middle of their day.

New flavors like Salted Brown Butter Cookie and Salted Caramel Macadamia take center stage across the spots and other formats, showing viewers close-up shots of pure decadence. 

Out-of-home ads will begin running nationally on May 26, using close-up visuals and minimal copy to match the tone of the campaign.

On digital, influencers are sharing how they carve out their own “slivers of slow” throughout the day.

This approach is a contrast to the fast-paced trends often seen in the category.

Instead of being narrative-driven, Häagen-Dazs leans into calm and comfort to show the idea that indulgence doesn't have to feel rushed.

It can also be savored. 

In other news, Spotify rolled out a global billboard campaign shining the spotlight on the biggest artists of the platform.