Dreyers print ad


Looking at this ad, you can tell why Haagen Dazs is the leader in the premium ice-cream segment. In fact if I'm not wrong, Dreyers was the first premium ice-cream in Hong Kong but is now caught up by Haagen Dazs by far. Haagzen Daz is a sensual enjoyment in terms of positioning. What is Dreyers ? Very vague in our mind. In this ad, it attempts to define its positioning with occasion and location. occasion : boss is on leave for partying. Location : the office. Yes, we may party when our boss is on leave. But can we associate ice-cream with that ? While ice-cream can possibly be positioned as a reward for celebration and sharing when good things happen, it's just that this ad runs into an relevance issue, picking the wrong occasion and location. I also dislike the art direction of the illustration. Not really premium enough for a premium ice-cream.

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