One may be hard pressed to play favorites with ice cream, but four much loved flavors from Häagen-Dazs are being topped with a special meaning. The brand is commemorating International Women’s Day 2021 by renaming their well-loved Vanilla, Belgian Chocolate, Salted Caramel and Strawberries & Cream flavors to reflect the achievements of four iconic women who have not held back.
The renamed flavors have been designed to ensure customers start their order with what they want and end each order with a self-affirming flavour of success be it ‘Scale New Heights’, like Raha Moharrak (Vanilla); ‘Beat the Odds’, like Yasmin Yousri (Salted Caramel); ‘Direct My Story’, like Nayla Al Khaja (Belgian Chocolate); or ‘Design My Destiny’, like Maz Hakim (Strawberries and Cream).
These signature ice-creams with thematic names will only be available in the UAE at the brand’s Dubai Mall, Mall of Emirates and Kite Beach stores. Women across the city can scoop up, for free, their motivational flavour of choice exclusively on 8th March; and at discounted rates until the 21st of March.
In addition, Häagen-Dazs is asking residents across the region, to nominate (by 14 March) the exemplary women who inspire them every day. Residents can nominate by tagging @haagendazsmena on Instagram or Facebook and using the hashtag #DontHoldBack. To celebrate these mystery heroines, Häagen-Dazs will then rename two of their bestselling ice creams – ‘Cookies and Cream’ and ‘Vanilla Caramel Brownie – in their honour.
“We believe the world needs to hear about these remarkable women living in the Middle East, from all walks of life, who have shattered glass ceilings, looked beyond life threatening illness, scaled even the world’s highest peak and taken a passion project to one of the world’s leading fashion houses, says Michelle Odland, Häagen-Dazs Global Brand Director.
“While these four brilliant icons are undeniable examples to thousands of women around the world, we’re asking women across the Middle East to join the celebration. We are excited to use our platform to share and then pay tribute to the fascinating stories of how mothers, painters, pilots, chefs, entrepreneurs and countless other women in the region have not ‘held back’ and have inspired others.”
Speaking about the campaign, Ali Shaikh, General Manager – Middle East & Africa, General Mills, said, “The campaign is not just a tribute to women who have pushed boundaries to achieve these remarkable accomplishments, but a call to women everywhere to use these inspirational stories as a springboard to pursue their own goals. We’re thrilled the UAE is leading this conversation within the wider ‘Don’t Hold Back’ campaign as the country offers amazing opportunities for women to take on their dream roles and careers.”
Rooted in the brand ethos to not hold back when it comes to using the best of ingredients in its products to serve up an experience like no other, the mantra “Don’t Hold Back” is at the beating heart of the brand’s global campaign, calling for everyone to live authentically in the moment to experience unfiltered and authentic moments of real joy.
Four flavours renamed:
Vanilla: Scale New Heights, like Raha
Salted Caramel: Beat the Odds, like Yasmin
Belgian Chocolate: Direct My Story, like Nyla
Strawberries and Cream: Design my Destiny, like Maz
Available only at Häagen-Dazs’ Kite Beach, Mall of Emirates and Dubai Mall venues; all women across the city receive one free scoop of the above four flavours at these two select outlets on 8 March and a 25% discount on their ‘flavour of celebration’ until 21st March.
Nominate by tagging @haagendazsmena on Instagram and Facebook and using #DontHoldBack
