Häagen-Dazs and LANEIGE team up to elevate HKers' summer experience

Häagen-Dazs and Korean beauty brand LANEIGE have joined forces to launch an exclusive summer reward campaign for Hong Kong, showcasing their shared commitment to innovation, luxury, and consumer satisfaction.

It comes as Häagen-Dazs has introduced new products, including strawberry and green tea ice cream bars and green tea and lemon stick bars, for this coming Summer. The collaboration aims to elevate the summer experience and offer consumers a truly indulgent escape from the heat.

As part of the collaboration, consumers who purchase Häagen-Dazs products will receive a LANEIGE e-coupon or its latest sleeping mask product. Meanwhile, customers who purchase LANEIGE’s new sleeping mask will be rewarded with the new Häagen-Dazs ice cream stick bar as well.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Häagen-Dazs said that the collaboration is driven by a deep appreciation for the brand's philosophy and its resonance with the Häagen-Dazs ethos. 

"Our exclusive partnership with LANEIGE embodies this philosophy, offering our customers an unparalleled experience that combines the refreshing indulgence of our fruity stick bars with LANEIGE's skincare. Creating moments of pure bliss and rejuvenation that will leave a lasting impression," the spokesperson added.

To bring this collaboration to life, Häagen-Dazs has partnered with local singer Nancy Kwai (pictured), whose fresh and sweet image seamlessly aligns with the essence of the two stickbar flavours, to launch an OTV campaign. It will be broadcast across YouTube, over-the-top (OTT) platforms, and social media. A series of Instagram reels starring Kwai will also be released.

Done in partnership with creative agency Purple Cow Communications and local PR agency The Bridge Agency, the campaign will utilise various promotional mediums, including OTV, social media, strategic digital displays, targeted PR and influencer partnerships, joint promotions with LANEIGE, and immersive consumer social activations.

On the other hand, LANEIGE will amplify the collaboration through in-store displays, point of sale marketing (POSM) across retail channels, and social media push announcing this partnership.

Don't miss: Häagen-Dazs supports women-centric charities across Asia this IWD

Recently, Häagen-Dazs has rolled out a series of initiatives to support women-centric charities across Asia and Europe this International Women's Day (IWD). As part of the campaign, Häagen-Dazs is lending its support to women-centric charities in Taiwan by donating TWD$10 from each limited-edition Rose Project minicup collection sold in retailers nationwide, to The Awakening Foundation to support the organisation and its mission.  

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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