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Häagen-Dazs launches 'It's Girls' Time' campaign with Saatchi & Saatchi.

The campaign, created and led by Saatchi & Saatchi, and supported by several London-based agencies, is designed to drive awareness of the Häagen-Dazs mini-cups range, heightening its appeal to a young female audience. Central to the campaign is the ‘Boudoir’, a luxurious pop up space that will run from 14 – 31 July. Outdoor and press activity for the mini cups range will also run through July and August.

Kate Stanners, Creative Partner said Kate Stanners, creative partner Saatchi & Saatchi says: 'The aim of the campaign was to create the ultimate girls time, a real space where girls can go to be girls. It's our first piece of integrated work for Haagen Dazs. The notion of the boudoir was a modern take on an ice cream parlour, combined with some fantastic experiences that create the ultimate girls' night in’.

Saatchi & Saatchi worked closely with partner agencies Woof (event management), Hothouse (Design) and Beige (PR) to create the Boudoir experience. Located in a stylish, secret ‘girls only’ central London location the boudoir can be reserved exclusively for groups of eight friends. Guests will be treated to five-star experiences, including pamper sessions with the Powderpuff Girls, DJ lessons with Sophie Lloyd and a food master class with TV chef Sophie Michell.  A dedicated mixologist and a wardrobe full of designer labels will be available in order to create a memorable girls’ night in.

The Boudoir kicks off with today’s launch session – a workshop on top style trends delivered by top fashion, beauty and lifestyle writer, Emily Seares (www.fashionbites.co.uk). Cat Deeley will be hosting one of three VIP nights at the Häagen-Dazs Boudoir, where a group of eight lucky friends will receive A-list advice on how to get ‘red carpet ready’. The additional two evenings - hosted by leading designer Matthew Williamson and acclaimed UK stylist, Grace Woodward – can be won through an online competition via the Häagen-Dazs Facebook page.

Saatchi & Saatchi, supported by digital agency Qube, has also developed a social media content strategy using Facebook to drive all consumer engagement (www.facebook.com/HaagenDazs). Other agencies across the campaign include Work Club (digital) and UM (media planning and buying)

Notes to editors

About Saatchi & Saatchi (SSF Group)
Saatchi & Saatchi London is known for its strength in creating Loyalty Beyond Reason for its clients’ brands, creating powerful and profitable relationships by improving the quality and quantity of conversations that take place about these brands.  Saatchi & Saatchi's clients include T-Mobile, Visa, Guinness, Carlsberg, Lurpak, Wall's and Head & Shoulders.

The Saatchi & Saatchi network has 140 offices in 80 countries and 6,500 employees.  Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.