Leading ice cream brand Häagen-Dazs has just unveiled a chic new collaboration with hit series "Emily in Paris."
Launched in partnership with Paramount Consumer Products, "Be More Emily" coincides with the Netflix release of the show's fourth season on August 15.
The campaign's highlight is a limited-edition ice cream collection featuring two of the brand's most beloved flavors: Strawberry and Salted Caramel.
Sold around the world, both flavors will feature glamorous Parisian-themed packaging, inviting fans to live their sweetest dreams.
Additionally, a special range of custom-made "Emily in Paris" cakes and creations will be sold in certain Häagen-Dazs Shops all over the world.
Häagen-Dazs Brand Director Priscilla Zee highlighted how the collaboration was born out of the brand's French heritage in a press release.
"We are delighted to bring that to life for fans of both brands globally, as they experience a taste of Paris with their favorite flavors enjoying the limited-edition designs and exclusive experiences," she added.
The limited-edition collection is now available internationally in stores and specialty shops.
Incorporating a popular character in a TV show or movie has always been a part of packaging design trends.
It's also one of the best ways to make frozen treats stand out on shelves and a great way to increase brand awareness, diversify its audience, and widen its market reach by gaining the attention of fans.
Parisian Delight
As part of the campaign, Häagen-Dazs is executing a set of global activations, including social media challenges and pop-ups in select locations.
The ice cream brand is also launching a sweepstakes where customers can win exclusive merchandise, including an all-expenses-paidtrip to Paris.
The "Paris by Emily" travel experience is courtesy of DHARMA.
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The travel startup is the only company to offer the first official travel experience for the show.
Häagen-Dazs has stepped up its marketing game as of late.
Earlier this year, the brand announced plans to launch its first-ever Super Bowl ad in 2025 with its agency of record nice&frank.
Editing by Katherine 'Makkie' Maclang
