“Passport may stop you from experiencing the world, Haagen Dazs does not!” by positioning this new statement designed Integrated Marketing Communications Campaign for reestablishing the global premium ice-cream brand in the Indian Market who hurt Indian by putting up signboard telling rider “Entry Restricted only to holders of international passports” to its first Indian outlet in Delhi.

2. 2
THE MISTAKE
Restricted access of product to Indians
Hurt Indian sentiments
Wrong usage of words
!Incorrect impression of positioning

3. “Passport may stop you from
experiencing the world,
Haagen-Dazs does not!”

4. THE BIG IDEA
USE THE NEGATIVE PUBLICITY TO CREATE HYPE
Making people live the experience of international flavours
through Haagen-Dazs products – right here in India.

5. EXPERIENCE IT ALL!

6. TARGET
GROUPS
1 2
3
Trendsetters Demand Premium Ice Cream
Willing to pay more1Technology-savvy

7. Aggressive Marketing
of the Mistake
“Only International
Passport Holders Can
Access It”
Reveal The Next Statement:
“Passports may stop you
from experiencing the
world; Haagen Dazs does
not.”
Release flavours
country by country
into the Indian
Market
C
B
A

8. MEDIA VEHICLES

9. A
D
V
E
R
T
I
S
E
M
E
N
T
S

10. Brand ambassador

11. 11
Consistent with
brand image
Series of ads on
social media
Relating to
different
emotional pangs

12. 12
CONNECTING WITH CUSTOMERS
Have a Country of the Week
#HDazsIndia
Take customer feedback
Random sample tasting for
lucky customers

13. ह िंदी website

14. Analyzing the Feedback
Evaluating Present Plan
Adjusting Frequency of Campaign