Details

32 mins, 2001

Paying £4.50 for a tub of ice cream was once laughable. Yet within a year of the launch of its luxury “adult” ice cream in 1992, Haagen-Dazs had 19% of the non-impulse buy ice cream market.

But now the firm faces problems. Initially its sexy adverts caused a sensation. But more recent ads failed — many people just don’t understand them.

Haagen-Dazs faces competition, too. The tiny Beechdean Dairies aims to be Britain’s answer to Haagen-Dazs. They can’t afford TV adverts or find space on the supermarket shelves, and resort to guerrilla marketing techniques.

But can people really distinguish between Haagen-Dazs, Beechdean and Tesco’s finest?