Häagen-Dazs was rolling out a new global branding approach aimed at connecting with a younger audience while maintaining its premium positioning. The challenge was to adapt this new identity to the Mexican market, ensuring relevance among younger consumers and strengthening the brand’s competitive positioning within this segment.

We developed a strategy focused on brand experience and influencer amplification, combining live content, social media and on-site activation. The approach centered on creating authentic connections with younger audiences through content creators and shareable experiences, translating the brand’s new visual universe into a real, engaging and social environment.

We organized a relaunch event featuring key influencers in Mexico, who shared the experience in real time across their social platforms. The activation included a curated gastronomic experience led by a chef, inspired by the brand’s flavors, and was streamed live through Häagen-Dazs channels. Content generated during the event was later amplified with digital assets, extending the campaign’s impact over the following weeks.