With a artistic help from Chase Design Group, Häagen-Dazs had up to date its packaging in 2021 and deliberate for retail areas to observe go well with. Dishing out with the mall-ish look that featured stark colours (white, black and burgundy), the up to date shops function blond wooden and gold-colored “tapestry” wallpaper that warms up the surroundings in hopes of drawing extra prospects inside.
However whereas the brand new retailer plans had been within the works for some time, Häagen-Dazs advertising and marketing director Rachel Jaiven instructed Adweek that the wind-down of the pandemic did really feel like the appropriate time to start implementing them. Within the pandemic’s first two years particularly, People who’d canceled journey plans and located themselves cooped up at house fought the doldrums by indulging themselves in upmarket skincare merchandise, clothes purchases and alcohol. These tendencies stay, and Häagen-Dazs hopes its new retailer design will communicate to them.
“Shoppers [still] need to deal with themselves, however they don’t need it to interrupt the financial institution,” Jaiven mentioned. “There’s an inexpensive luxurious of having the ability to go in and get a gorgeous dessert made by Häagen-Dazs. That’s positively a development that we see, this concept of inexpensive, informal luxurious.”
This story is a part of The New Dynamics of Advertising and marketing Innovation particular function.
