Promotion: ‘Stick it in to Win’ pan-European Promotion

Mechanic: Dip ‘n’ Win Ice Cream Game Card

Aim: To reinforce the brand’s position of 100% Perfect in a highly creative and interactive manner achieving traffic building and new flavour trial objectives.

Solution: Dip ‘n’ Win Game Cards were handed out to passers by outside Haagen-Dazs Cafes across Europe. To reveal the prize the consumer had to go into the Café and purchase Haagen-Dazs ice cream. The food safe dippers were stuck into the Haagen-Dazs ice cream and then licked to reveal which prize level the consumer had won. Each dipper revealed a % figure. In-store point of sale highlighted the prizes to be won. . Big prizes were Haagen-Dazs branded scooters, however the campaign was very clever in that the top prize of 100% was an extra scoop of Haagen-Dazs Ice Cream.

Result: A very successful promotion creating a 30% sales uplift. Also the ‘tongue-in-cheek’ humour and impactfully designed POS reflected the brand profile whilst endorcing the brand’s 100% Perfect positioning of Haagen Dazs

Comments: The promotional mechanics were ideally suited to the Café experience, adding excitement and innovation to the high traffic environment. The novel use of our liquid-reactive ink made the Haagen-Dazs promotion fun and interactive. It encouraged consumers to participate in the action, to see if they could win.