A brand reading
Häagen-Dazs.
Lover Indulgence with intent.
The fictional Scandinavian name, the small pint, the price that makes it not-an-ordinary-grocery-purchase. Häagen-Dazs invented the premium ice cream category by taking the Lover archetype seriously: this is for adults, alone, on the couch, with intention.
The five-layer reading.
- 01 Motivation
- Lover. Indulgence with intent.
- 02 Mind
- ESFP
- 03 Temperament
- Sanguine
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Sensory, indulgent, unapologetic about pleasure. The brand sells solitude as a Lover’s setting.
Famous spot
‘Made Like No Other’, 1990s onward