That’s Dazs Brand Launch

Role: Creative Strategist
Agency: Complex Networks
Deliverables: Experiential activation, branded content strategy, cultural collaborations, social-first rollout

Brief

Häagen-Dazs wanted to evolve from a “premium ice cream” 🍨 into a cultural lifestyle brand. The task was to anchor indulgence in art, fashion, music, and food—showing up in places that felt as stylish and current as their flavors.

Strategy

  • Position indulgence as a cultural ritual across music, art, food, and fashion 🎶🎨🍰👒

  • Develop lifestyle experiences both IRL and URL, making Häagen-Dazs part of people’s feeds, wardrobes, and celebrations

  • Partner with tastemakers to give the brand credibility in creative communities

  • Capture every activation through social-first content—driving buzz through Complex’s platforms

Execution

Inside the Bodega
To kick things off, we transformed a New York bodega into an immersive portal 🗽—ushering audiences into the world of Häagen-Dazs’ new flavors. The space came alive with music, art, and lifestyle moments that reframed indulgence as an experience.

FEATURING…

Custom Packaging x Jade Purple Brown
Collaborated with pop artist Jade Purple Brown 🎨 to design limited-edition packaging that doubled as art. The bold, vibrant visuals reframed Häagen-Dazs as collectible, stylish, and culturally current.

Flavor-Inspired Music with Leslie Grace
Partnered with singer Leslie Grace 🎶 to create original music inspired by the new flavors. This extended the campaign beyond taste and visuals into sound, solidifying Häagen-Dazs as an artistic collaborator.

Pastry Chef Pairings
Brought in celebrated pastry chefs 🍰 to design desserts inspired by each new flavor. These pairings reinforced craft, indulgence, and elevated Häagen-Dazs as a premium culinary brand.

Fashion Collab: Cooler & Bucket Hat
For the That’s Dazs campaign, we developed a custom cooler + bucket hat 👒, tapping into streetwear and festival culture to position Häagen-Dazs as an unexpected fashion player.

Content Suite on Complex
Documented every layer of the campaign through Complex’s ecosystem:

  • Organic + Paid Social 📱: static posts, behind-the-scenes videos, lifestyle moments

  • Website Editorials ✍️: written pieces contextualizing the campaign and collaborations

  • Video Content 🎥: recap films and cultural storytelling to extend reach and longevity

ComplexLand Activation
As an official brand partner of ComplexLand 2022 🌐, Häagen-Dazs extended the That’s Dazs campaign into the digital world. Through exclusive drops, branded environments, and tastemaker collaborations, the brand reached global audiences in a virtual cultural space.

Reflection

This campaign reframed Häagen-Dazs as more than a dessert—it became a lifestyle brand woven into culture. 🍦✨ By showing up in art, music, fashion, food, and immersive experiences (both IRL and URL), That’s Dazs turned indulgence into a cultural moment people could wear, taste, hear, and share.