Confectionery: Häagen-Dazs campaign drops everything but the stick
- InsightTrendsWorld
- Jul 21
- 7 min read
Why it is the topic trending: A Bold and Minimalist Advertising Approach in the Ice Cream Market
The article discusses Häagen-Dazs' new out-of-home (OOH) advertising campaign called ‘Devoured’ by BBH, which features a minimalist approach focusing on an empty stick and melted chocolate.
This campaign is notable because it stands in contrast to the maximalist advertising often used by ice cream brands, which typically feature detailed shots of the product with various toppings.
The campaign's boldness lies in its confident use of suggestion, implying the product's deliciousness without explicitly showing it.
The timing of the campaign coincides with National Ice Cream Day and a redesign of Häagen-Dazs’ Stickbars, making it relevant to current events and product updates.
It marks a shift in the brand's advertising strategy from the previous year's focus on sensory indulgence.
Overview: Less is More: Häagen-Dazs' Minimalist Ad Campaign Relies on Craving and Imagination
Häagen-Dazs has launched a new out-of-home advertising campaign titled ‘Devoured,’ created by agency BBH, which adopts a strikingly minimalist aesthetic. Departing from the usual ice cream advertisements filled with swirls and sprinkles, this campaign features simple imagery of an empty Häagen-Dazs stick with a smear of melted chocolate. The campaign, shot by photographer Dan Tobin Smith, aims to evoke a sense of satisfaction from what has already been consumed, confidently relying on the viewer's imagination and craving to complete the picture of indulgence. This marks a deliberate shift for the brand, moving away from the sensory overload emphasized in their previous ‘Don’t Hold Back’ campaign.
Detailed findings: The Häagen-Dazs ‘Devoured’ Campaign
Häagen-Dazs has launched a new out-of-home (OOH) campaign called ‘Devoured’ created by BBH.
The campaign is minimalist, featuring only an empty ice cream stick and a smear of melted chocolate.
It contrasts with the maximalist approach often used by other ice cream brands in their advertising.
The campaign was shot by still-life photographer Dan Tobin Smith.
It’s a "minimal portrait" of a product that has already been enjoyed, relying on the power of suggestion.
This marks a shift from Häagen-Dazs’ previous campaign ‘Don’t Hold Back,’ which focused on sensory indulgence.
Alex Grieve, BBH’s Global CCO, stated that the image evokes craving and "says it all" without needing to show the product.
The campaign is running across the UK and Spain and is timed with National Ice Cream Day.
It also coincides with a redesign of Häagen-Dazs’ Stickbars.
‘Devoured’ is the first part of a broader campaign leading up to a global launch in Spring 2026.
Priscilla Zee, Global Head of Häagen-Dazs, said the campaign reflects a product "crafted with care, and savoured to the last bite.”
This continues BBH’s recent work for Häagen-Dazs that celebrates flavour and visual craft.
CREDITS: The credits for the campaign are listed in the article (James Herring).
Key success factors of product (trend): Simplicity, Evocative Imagery, Brand Recognition
Simplicity: The minimalist approach stands out in a visually cluttered advertising landscape.
Evocative Imagery: The image of the empty stick and melted chocolate powerfully suggests the satisfying experience of enjoying the ice cream.
Brand Recognition: Häagen-Dazs is a well-established brand, allowing them to rely on suggestion rather than explicit product display.
Intrigue: The unusual approach piques curiosity and encourages viewers to engage with the advertisement.
Focus on the End Result: The campaign highlights the ultimate satisfaction of consuming the product.
Key Takeaway: Häagen-Dazs' Bold New Campaign Uses Minimal Imagery to Evoke Maximum Craving
Häagen-Dazs' ‘Devoured’ campaign showcases a bold and effective advertising strategy by using a minimalist approach—an empty stick and melted chocolate—to powerfully suggest the deliciousness and satisfaction of their ice cream, relying on brand recognition and the viewer's imagination.
Main trend: The Power of Minimalist Advertising in a Maximalist World
The main trend highlighted is the increasing effectiveness of minimalist advertising that relies on suggestion and brand recognition, standing out in a marketing environment often dominated by elaborate visuals and sensory overload.
Description of the trend: Stripping Back to Connect: The Impact of Minimalist Marketing
This trend describes the growing use of simplicity and minimal imagery in advertising to cut through the noise and create a stronger impact on consumers. By focusing on the core message and relying on the audience's familiarity with the brand or product, minimalist campaigns can be highly effective in leaving a lasting impression.
What is consumer motivation: Cutting Through Clutter, Engaging Imagination, Trust in Established Brands
Desire for Simplicity: Consumers can be overwhelmed by excessive advertising, making minimalist approaches refreshing.
Engaging Imagination: Minimalist ads often prompt viewers to actively engage their imagination and connect with the message.
Trust in Brand Reputation: Established brands can leverage their recognition to communicate effectively with minimal visual information.
What is motivation beyond the trend: The Search for Authenticity and Clarity
Rejection of Artifice: Minimalist advertising can feel more authentic and less overtly manipulative.
Appreciation for Clarity: Simple messaging can be more easily understood and remembered.
Descriptions of consumers: The Discerning and Brand-Aware Audience
Consumer Summary: The discerning and brand-aware audience is often less susceptible to overly flashy advertising and can appreciate the subtlety and confidence of minimalist campaigns from established brands.
Who are them: Consumers who are familiar with various brands and are not easily swayed by overly promotional content.
What kind of products they like: High-quality, well-regarded products from trusted brands.
What is their age?: Spans across different age groups.
What is their gender?: No specific gender bias.
What is their income?: Varies.
What is their lifestyle: Can range from busy professionals to individuals who are thoughtful about their consumption.
What are their shopping preferences in the category article is referring to: Likely to purchase ice cream from established brands known for quality.
Are they low, occasional or frequent category shoppers: Varies depending on individual preferences and consumption habits.
What are their general shopping preferences-how they shop products, shopping motivations): May prioritize quality and brand reputation over aggressive marketing tactics.
Conclusions: Minimalist Advertising Can Be a Powerful Tool for Established Brands
The Häagen-Dazs campaign demonstrates that for well-known brands, a minimalist advertising approach can be highly effective in capturing attention and evoking desire without explicit product display.
Implications for brands: Consider a Less is More Approach
Evaluate Brand Recognition: Brands with strong recognition can leverage minimalist advertising.
Focus on Core Message: Distill the advertising message to its most essential elements.
Implication for society: A Shift Towards Subtlety in Advertising
Potential for Less Cluttered Visual Landscapes: More brands might adopt minimalist approaches.
Implications for consumers: Opportunity to Engage Imagination with Advertising
Active Interpretation: Minimalist ads encourage viewers to participate in understanding the message.
Summary of Trends:
Core Consumer Trend: Appreciation for Subtlety in Advertising: Consumers can respond positively to advertising that is not overly explicit or visually dense, finding it a refreshing change from more cluttered approaches.
Core Consumer Sub Trend: Trust in Established Brand Signals: Well-known brands can rely on minimal cues and imagery to evoke recognition and desire, leveraging their existing reputation.
Core Social Trend: A Potential Counter-Movement to Overly Produced Advertising: There might be a growing trend towards valuing authenticity and simplicity over highly elaborate and artificial advertisements.
Social Drive: Seeking Authenticity and Genuine Connection with Brands: Consumers may be looking for more genuine and less manipulative forms of brand communication.
Core Trend: Minimalist Advertising as a Bold Creative Strategy: Adopting a minimalist approach can be a deliberate and impactful creative choice that stands out.
Core Strategy: Utilizing Suggestion and Imagination in Marketing: Instead of showing everything, marketers are relying on the audience's ability to fill in the blanks and engage their own imagination.
Core Industry Trend: Diversification of Advertising Approaches: The advertising industry is exploring a wider range of creative strategies beyond traditional product-focused campaigns.
Core Consumer Motivation: To Engage with Relevant Advertising : Consumers appreciate ads that are clever and trust them to understand the message without being overly didactic.
Core Trend Detailed: The Power of Suggestion: Minimalist Advertising for Maximum Impact
The core trend detailed here is the strategic use of suggestion in minimalist advertising campaigns. By presenting only essential elements, such as an empty stick and melted chocolate in Häagen-Dazs' case, the advertisement prompts the viewer to recall their own experiences with the product, triggering cravings and reinforcing brand recognition in a powerful and efficient manner. This approach leverages the audience's existing knowledge and imagination, creating a more personal and impactful connection with the brand than explicit product displays might achieve.
Key Characteristics of the Core trend: Absence of Product, Focus on Consequence, Reliance on Memory
Absence of Product: The central element of the advertised product is not shown directly, requiring the viewer to recall it.
Focus on Consequence: The advertisement depicts the aftermath or the result of using the product, implying satisfaction.
Reliance on Memory: The campaign depends on the viewer's prior experience and positive associations with the brand for the message to resonate.
Clean Visuals: Minimalist design principles are employed to ensure a clear and uncluttered message, drawing attention to the essential elements.
Market and Cultural Signals Supporting the Trend: Advertising Fatigue, Sophisticated Consumers
Advertising Fatigue: Consumers are increasingly bombarded with advertising, making subtle approaches more effective in breaking through the noise.
Sophisticated Consumers: A more discerning audience can appreciate and engage with understated messaging that respects their intelligence.
Confidence in Brand Strength: Only well-established brands with high recognition can effectively employ this level of minimalism and still convey their message.
How the Trend Is Changing Consumer Behavior: Active Recall, Deeper Engagement
Active Recall: Viewers are prompted to actively recall their experiences with the brand and the product, leading to a more personal connection.
Deeper Engagement: The subtle nature of the ad can lead to more thoughtful engagement as viewers interpret the implied message.
Implications Across the Ecosystem: A Shift in Creative Strategy
For Brands and CPGs: Encourages a re-evaluation of how much is "needed" to effectively advertise, potentially leading to more creative and less cluttered campaigns.
For Retailers: Minimalist advertising can create a sense of premiumness and sophistication around the brand, influencing consumer perception in retail environments.
For Consumers: Offers a refreshing break from more intrusive advertising tactics, providing a more subtle and engaging way to interact with brands.
Strategic Forecast:
Minimalist advertising is likely to become a more common strategy for established brands seeking to make a sophisticated impact.
The success of campaigns like Häagen-Dazs' may inspire other well-recognized brands to adopt similar approaches.
Areas of innovation:
Interactive Minimalism: Incorporating elements that allow for direct viewer interaction despite minimal visuals, such as QR codes or augmented reality overlays.
Personalized Suggestion: Tailoring minimalist ads based on individual consumer data to enhance relevance and impact.
Auditory Minimalism: Extending the concept to sound-based advertising that uses minimal sound elements to convey a brand message.
Experiential Minimalism: Creating minimalist physical installations or events that evoke a brand or product without explicit display.
Cross-Platform Minimalism: Maintaining a consistent minimalist aesthetic across all advertising channels, from OOH to digital and social media.
Final Thought: The Art of What's Not There: Häagen-Dazs' Confident Campaign
Häagen-Dazs' ‘Devoured’ campaign masterfully illustrates the power of minimalist advertising. By focusing on what remains after the product has been enjoyed, the brand confidently leverages its reputation and the viewer's own positive associations to create a memorable and impactful message. This approach underscores a shift towards advertising that trusts the consumer's intelligence and imagination, proving that sometimes, less truly is more.
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