Häagen-Dazs SECRET SENSATIONS CM

I wound like to introduce one of Häagen-Dazs campaign which was broadcast in 2007. This campaign called “Secret Sensations”, which advertised new product which is raw chocolate inside of Ice-cream. 

As you know, Häagen-Dazs is one of food company manufactured premium luxury Ice-cream over all the world. This company has changed adults’ eating behaviour many years. Ice-cream was used to be the desert for only children, however it became popular foods for adults as well. Especially it changed dramatically after Japanese Häagen-Dazs advertised their products on TV for aiming adults audience with interesting phrases in the end (Shall we Häagen-Dazs?).

I analysed this advertising below.

1. Campaign : Häagen-Dazs SECRET SENSATIONS 

2. Target

• Adult ( Male + Female )
• Luxury Customers

3. Visual & Linguistic signs

• Modern + Dark Colour (Room)
• Voice Tone ⇒ Sexy + Deep (Audio )
• Premium + α ( = Sensation)
• Educated Persons (Male + Female)
• Stylish
• Sensations = Something new ⇒ Lead viewes to premium space

4. Core massage

    You can be Richness + Sophisticated, if you eat Häagen-Dazs Ice-cream

5. Identify “Myth”  

• Offering an exceptional product → Wonderful Experience
• Romantic moment like Movie ( Sexiness Male + Female)

 

6. Ambiguity of signs and interpret

• Sensations (=This might include the relationship/atmosphere between couples)
• Ice-cream (New taste + flavor) 

7. Is it effective ? :

   Yes, it is…because this ad increase awareness and brand value as Premium food,

   and shows new aspects about products and intimacy between male and female.

   Plus, this TVC uses effective voice which attempt to make viewers feel sexy.

Inside John Lewis…

Yesterday we watched the BBC’s “Inside John Lewis”, a documentary programme broadcast in 2009 following to campaign produced by John Lewis over a few months. This programmer consists three parts, however we watched first one only which shows how they create their Christmas TV Ad.

John Lewis offer their advertising to British agency called Adam & Eve which is not big company yet. While this programme Marketing Director, Craig Inglis produced the image of their Advertising in many ways. For instance, he cares about images what people want to see and feel after finance crisis in 2008. In my opinion, this advertising was designed for everybody who have good memories in their childhood about Christmas. Moreover this ad have interesting aspects such as children using many products which is not suitable for them, and make people smile at their innocent look. I think this advertising picture look so peaceful and warming which people wound like to feel on Christmas, therefore it looks interesting.

Personally John Lewis marketing strategy is interesting because they broadcast the process to produce their campaign through BBC TV and what a ethical company John Lewis is. Normally big retails do not show the process to create their campaign and work on TV, however they attract viewer more by showing the process of making advertising. I did not this advertising before this lecture, but I might be one of the viewers which love the concept ” Let’s give someone and remember sweet childhood memory”.

Introduction of myself

I am Tak from Japan. I had worked at IT company for 6 years before coming to UK.

I promote products manufactured in U.S.A within UK and sell them to many clients such as Sony, Yahoo Japan and Google. However I would like to do something new in other country to create my careers, that’s why I decided to study Advertising in Southampton.

After completing this course, i would like to work within Europe.