Häagen-Dazs teases its audience to crave what’s no longer there in a playful outdoor campaign that features nothing but a licked-clean ice cream stick.
In partnership with creative agency, BBH “Devoured”, is a first flavour of what’s to come from their creative journey as the two brands work towards a global brand campaign in Spring 2026.
The minimalist execution, featuring clean, licked ice cream sticks against deep magenta backdrops evokes indulgence through absence, capturing desire by highlighting what’s already been consumed. The campaign disrupts conventional food advertising by focusing on aftermath rather than product, setting a provocative tone for the brand’s evolving visual identity.
By focusing on the aftermath rather than the product itself, the campaign subverts traditional food advertising and sets a bold tone for Häagen-Dazs’ refreshed visual identity.
