Häagen-Dazs has launched “Dazs Drive,” a cross-country journey in a custom ice cream-themed 1963 Cadillac Series 62 convertible.
The journey, covering 1,900 miles, celebrates the brand’s Super Bowl debut, "Not So Fast, Not So Furious."
“Dazs Drive” will kick off in Los Angeles, heading toward New Orleans for the Big Game, urging consumers to slow down and savor every bite.
The custom Cadillac that reflects the brand’s iconic ice cream flavors was created in partnership with West Coast Customs, which is known for its innovative designs in "Pimp My Ride."
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Laura Petruccelli, co-founder and chief creative officer of New York-based agency nice&frank, shared with DesignRush the agency's vision for the project, highlighting its unique approach to fan engagement and nostalgia:
“While the Super Bowl is known for the in-game commercials, at nice&frank we believe in creating ads and actions.
We worked with Häagen-Dazs to create Dazs Drive as a way to engage fans pre-Super Bowl with an idea that didn’t feel like an ad at all.
The design of Dazs Drive is our ode to auto enthusiasts and ice cream lovers everywhere, and a nostalgic throwback to ‘Pimp My Ride’ days.”
This unique road trip reflects broader trends in experiential marketing, where brands create immersive experiences that engage customers in unexpected ways.
The journey also integrates social media by encouraging fans to share content and offering VIP tickets to Shaq’s Fun House in New Orleans as a reward.
By blending experiential marketing with social-driven incentives, the campaign deepens consumer engagement and amplifies brand reach, leveraging user-generated content to drive organic buzz and authenticity.
A Sweet Ride Built for Indulgence
Häagen-Dazs and West Coast Customs released a video that shows Ludacris speaking with the team, giving them the idea to create custom cars patterned from Häagen-Dazs ice cream.
As “Dazs Drive” makes its way toward New Orleans, fans can expect to see the vehicle pop up at various locations throughout the year, offering a sweet taste of Häagen-Dazs on demand.
The Cadillac includes the following custom features:
- A trunk designed as an “ice cream freezer” to keep Häagen-Dazs® stocked
- A sleek exterior featuring ice-cream-inspired colors and trim while staying true to Cadillac’s design
- Custom Häagen-Dazs logo accents on the hood, steering wheel, wheel caps, and interior embroidery
- Cream leather seats, a burgundy leather dashboard, and a built-in cone holder for on-the-go indulgence
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The campaign shows how Häagen-Dazs is using creative marketing to bring its story to life in a way that feels real and exciting.
By mixing a touch of nostalgia with modern design, it’s set to connect with both loyal fans and newcomers, while also jumping on the trend of interactive, shareable experiences that people love to be a part of.
“Dazs Drive” follows the release of “Not So Fast, Not So Furious,” which features cast members of the movie, including Vin Diesel, Michelle Rodriguez, and Ludacris.
