Ice-cream brand HÃ¤agen-Dazs, part of the giant Diageo group, has drawn up a three-strong shortlist of groups to carry out a top-secret rebranding of its retail outlets.
The project will define the brand’s high street presence into the next century (DW 12 September 1997). Fitch, Redjacket and Crabtree Hall/Plan CrÃ©atif, all consultancies with extensive retail experience, are now competing for the job. A longer shortlist of eight unnamed consul tancies was initially drawn up.
Originally believed to be a UK project, it is now thought the redesign may involve the brand’s worldwide retail operation. “It is certainly pan-European, and may have implications further afield,” says a source close to the client. HÃ¤agen-Dazs flagship shops and cafÃ©s operate in major cities in Europe and the Far East, with kiosks in sites such as cinemas. It is seeking a “radically different” image, say insiders.
Fitch director Zuilmah Wallis, Crabtree Hall/Plan CrÃ©atif managing director David Mackay and Redjacket head of marketing Simon Jordan decline to comment further on the project, but all confirm involvement in the pitch.
It is understood that the introduction of the new cafÃ© environments will coincide with the launch of new HÃ¤agen-Dazs advertising campaigns, designed to widen the appeal of the brand. The previous range of sexy ads raised brand awareness, but is thought to have restricted appeal to a narrow market segment.
A HÃ¤agen-Dazs spokesman declines to comment.