Ice cream brand Haagen-Dazs has created a safe space for people who want to avoid the all-encompassing summer of sport that is currently taking over the nation.
The ‘Haagen-Dazs Flavour Club’ will tour the nation through to August and will provide alternate entertainment for people who simply aren’t interested in sport, encouraging them to embrace indulgence instead through the #Don’tHoldBack.
Having kicked off the activation in Manchester’s Spinningfields Square on 29 June, the ice cream firm’s Flavour Club will be in Westfield London this weekend (12-12 July) before moving back up north to Edinburgh on 2 August.
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“We are thrilled to launch the Haagen-Dazs Flavour Club across the UK this summer to offer Brits some fun in the sun, as we know sport isn’t everyone’s flavour,” Haagen-Dazs UK head of brand, Nicole Whelan said.
“Our goal is to create a sanctuary of indulgence for those who want to escape the sports frenzy and simply enjoy the finer things in life. The Häagen-Dazs Flavour Club is all about celebrating the nation’s passion for ice-cream, creating a team that everyone can back, while bringing people together to create unforgettable summer memories.”
Targeted social media activity and localised out-of-home will be rolled out in support of the activation, which will include live performances from DJs, drag queens and stand-ups daily.
