Breaking: GenZer's require feelings acknowledged while eating ice cream

FYMD loves Haagen Dazs. That shit is so good it’s almost worth the S$27 a pint it currently costs at the Mediya in Robertson Quay. But that’s just our inside boomer voice. Anywho, the powers that be at Nestle or General Mills (depending on where you live) must have decided that Millennials and Gen Zer’s just aren’t eating enough ice cream and that there is a marketing opportunity to increase volume with a new target audience. So they put a brief into their agency to create this fine piece of marketing communications.

FYMD feels confident in concluding that the only thing that this ad gets right is that they are eating directly from the container while sitting on a couch. 

Did we see anyone actually eat the ice cream? Or stop smiling? Or even pretend they are conversing? And what’s with the rollerblader in the group product shot?

Is luxury really where you are? Or is it where these beautiful multicultural pixies with incredible funky clothes and accessories are chillin’ on what is the nicest street couch ever?

This ad is just weird...but That’s Dazs we guess. 

The FYMD team felt bad for the planner that had to strategically connect ice cream, Gen Zer’s and luxury so we came up with some new lockups that might crack this wide open.

I’m Goin' Haagen Tonight!

Haagen This!

It’s a whole pint kinda night!

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