SITUATION

The government of President Michel Temer purchased $400,000 worth of food for his airplane, including 500 containers of Haagen-Dazs. This situation went viral on media and social networks, negatively impacting the brand. The public perceived Haagen-Dazs as an overly expensive product, a notion reinforced by this news.

ACTION PLAN

• Moderation and Comment Management: We set up monitoring to moderate and hide inappropriate comments.

• Halted Paid Reach: We paused the paid reach of the posts to prevent further negative exposure.

• Reframing the Product Image: We created new photography that showcased the product in relatable, everyday moments, moving away from the image of luxury and extravagance.

• New Photography Production: We conducted a new photo shoot to refresh the brand's visual presentation.

• Retail Launch Activities: We organized actions for retail launches, focusing on points of sale.

• YouTube Campaigns: We invested in YouTube campaigns, supported by additional media investments.

RESULTS
We successfully shifted the brand conversation towards an aspirational, cool, and cult positioning, mitigating the negative impact and enhancing the public's perception of Haagen-Dazs.