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 reading.
Lover with a Creator counterweight, expressed.
- Character
- Lover
- Drive
- Love, indulgence, pleasure, intimacy, desire.
- Fear
- Rejection, solitude, loneliness, oblivion, scorn.
- Strategy
- Help people feel more confident and more connected to one another.
- Counterweight
- Creator
- Opportunity
- Ice cream was a treat. Indulgence-with-intent was open.
- Diagnostic
- Expressed
The Lover as private indulgence. Häagen-Dazs sells solitude with intention, an adult pleasure taken seriously. The Creator counterweight is the premium recipe that started the category.
Famous spot
‘Made Like No Other’, 1990s onward