Public Relations: A Fanciful, Light-Hearted Girl’s Day Out with Häagen-Dazs

The spring season brings with it images of all things girly, sweet and beautiful – think fresh blooms, pretty desserts and treats and a time for memory-making. That was what BRANDTHINK Malaysia set out to do for Häagen-Dazs’ launch of springtime goodies. Lounging leisurely with a close friend over delicate tea time treats is a world-renowned affair. Our goal was to introduced this tradition to the Malaysian audience but with a twist only Häagen-Dazs can provide.

Idea – Girls’ Day Out

The idea for the public relations campaign was simple enough: Make Häagen-Dazs the choice destination for a great day out with friends. Häagen-Dazs seeked to tap into this culture for the launch of their newest creation – the High Tea Affair, a beautiful three-tiered tea time treat. The High Tea Affair also featured the chic and unique ice cream Macaroon Melange (made of Chantilly cream and slow melting ice cream) and the brand-new Cookie Dough Chip ice cream flavor, containing chunks of buttery dough in chocolate fudge chips.

“Girls’ Day Out” was born. 

In order to bring this theme to life, we created a tea party with members of the media and selected bloggers. What a great way to introduce the theme by having a great day out with the girls. On the day of the High-Tea Media event, guests dressed to their Carrie Bradshaw best trickled to the bright and beautifully-decorated tea lounge at Häagen-Dazs Soho KL. The spot was perfect for an intimate gathering of girls ready for a time of giggles, secrets and bonding.

Girls Just Wanna Have Fun

Once they reached the second floor, they were greeted by a Häagen-Dazs photobooth of sorts. It was replete with fun and colorful props like oversized sunglasses, fluffy earmuffs and summer flip flops! The girls had a grand time picking and exchanging props among one another while the cameraman captured each candid and genuine shot. Photos make for great mementos.

The girls then moved on to the hand massage booth, set up by L’Occitane. There, they had their hands and fingers pampered and moisturized with sweet-smelling hand creams by the beauty experts. The relaxing session got them in the mood for the next activity.

At the seats, each chair held a gift bag that contained a single stalk of pink rose for the special guest. The banquet tables were laden with roses, orchids and baby breaths of pink, purple and white colors filled in porcelain teacups and teapots, which made for an interesting table topic conversation.

Häagen-Dazs Marketing Manager Rachel Tan welcomed the guests with a few words, imploring them to enjoy the afternoon before kicking off the tea time indulgence.

Tea with Friends and Häagen-Dazs 

As the creations streamed out one by one, squeals of oohs and aahs resonated throughout the place. The prettily-decorated tiers certainly captured the hearts of the guests, who took no time in whipping out their cameras to take pictures of the creations and share them for the world to see. Social media networks was filled with ice-cream galore on the day, prompting awe from online followers.

The Macaroon Melange (chic ice cream macaroons in different flavors) followed soon after, ending with the Petite Temptations (Cookie Dough Chip ice cream on freshly baked cookies or eclairs). These tasty creations had the ladies (and a handful of men) nibbling and wiping the plates clean!

Throughout the afternoon, the ladies mingled and shared laughter – whether they were seated at the tea table or at the hand massage station or while having fun at the photobooth!

The Result

The Girls Day Out theme really took to the streets. Media coverage for the launch centered around the Teatime Girls Day Out theme. Bloggers posted many photos and stories on how much they enjoyed the time spent with friends. Fans chipped about how they would like to spend time with friends at Häagen-Dazs, responding to wall posts on Facebook featuring Häagen-Dazs High-Tea products.

Girls Day Out turned out to be a great day out for Häagen-Dazs.

More Resources

Press Release - Have the perfect Girls Day Out with Häagen-Dazs

Facebook Photo Album - Girls’ Day Out Event

News story - #IntheNews: BRANDTHINK launches Girls Day Out PR Campaign for Häagen-Dazs

#PR Agency Campaign