The Marketing Sundae
The COVID-19 pandemic has changed life as we know it in so many different ways. Many marketers from the leading brands and businesses in the world made the choice to slow their marketing efforts when the world went into lockdown. Some companies knew they should stay in the advertising game. Haagen-Dazs was one of those companies that actually ramped up their marketing strategy through the COVID-19 pandemic. Haagen-Dazs ran one of its most successful marketing campaigns ever.
Bring Good To The Bad
For many brands, it seemed wrong to be advertising their products during such an unprecedented and difficult time. Ice cream is in the food industry, and many brands such as Coca-Cola reduced their marketing efforts. So why is it that this ice cream company did so well?
Haagen-Dazs made the decision to bring positivity to the negative. It's not insensitive marketing if you're finding a way to make the world a better place through your marketing.
That's something you should always strive to do anyway.
Sell Experiences Not Products
It is clear someone at Haagen-Dazs realized they are not just selling ice cream. Haagen-Dazs is selling an experience. Luckily for the brand, this experience was able to be sold during a lockdown. Ice cream is a shareable experience for families. Now, throw in the fact these families are home together way more than before. Ice cream does not need to be a special occasion. Recognizing this, the Haagen-Dazs team capitalized on this moment. They created a hashtag #HaagIndoors and sent the person with the best photo a week’s worth of ice cream. Contests are a great way to motivate consumers to take action. On top of that, it creates more of an experience around their products. Now, families are working together to craft the best “Instagramable” photo of ice cream they have ever seen.
Show You Care More companies should have taken advantage of the time at home. While for some brands it was the right decision to slow marketing, many companies could have benefited by boosting morale or showing that they care about their consumers. Coca-Cola for instance could have made a spin on their share of Coke advertisements. The advertisements could have been simple. Something along the lines of “We always want you to share a Coke. Right now, we want you to be safe.” This probably would have gotten good press and benefited the company.
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