Häagen-Dazs’ newest visual statement, “Devoured,” a daring campaign that strips ice cream advertising down to its essence.
A New Flavor of Restraint from Häagen-Dazs
In a world of sprinkles, swirls, and creamy explosions, Häagen-Dazs turns left where others go right. Their new OOH campaign ditches the typical close-up product shot in favor of... nothing. Just an empty stick. A smear of melted chocolate. The aftermath of indulgence.
This visual restraint, crafted by agency BBH, isn't playing it safe—it's bold by omission. Instead of pushing a flavor, it triggers memory and desire. The result? Instant craving without a single bite shown.
BBH and Dan Tobin Smith Capture Craving Through Suggestion
This bold billboard series was shot by still-life photographer Dan Tobin Smith, who transformed leftover dessert into art. The campaign shows the ghost of the product—what remains when a Häagen-Dazs Stickbar has been thoroughly enjoyed.
According to Alex Grieve, BBH’s Global CCO, “We didn’t need to show the product. The craving you get from looking at it, says it all.” This confident creative direction celebrates the power of suggestion over spectacle.
A Strategic Shift from “Don’t Hold Back” to “Devoured”
Last year, Häagen-Dazs shouted indulgence with the sensory-driven “Don’t Hold Back” campaign. But this summer, it’s all about what’s missing. “Devoured” shifts the tone dramatically—less maximalism, more meaning.
The campaign marks a strategic pivot toward understated branding. Rather than saturating viewers with sugary visuals, it leans into elegance and emotion—turning an empty stick into an unforgettable impression.
Celebrating National Ice Cream Day Across the UK and Spain
The campaign hit streets and transit stations across the UK and Spain just in time for National Ice Cream Day. It’s timed with the redesign of Häagen-Dazs’ Stickbars, creating buzz not just for the look—but the feel of the brand.
This thoughtful timing, backed by strong creative execution, builds anticipation for a larger global campaign rollout coming in Spring 2026. Häagen-Dazs is clearly playing the long game.
A Taste of Global Vision in Every Billboard
Priscilla Zee, Global Head of Häagen-Dazs, explains the minimalist approach reflects a product “crafted with care, and savoured to the last bite.” Every detail—down to the melted smear—embodies this ethos.
BBH has been championing product-led storytelling in recent campaigns, and “Devoured” keeps that momentum going. It’s a quiet yet powerful reminder that sometimes, less says more.
BM Outdoor Celebrates Creative Simplicity in OOH
At BM Outdoor, we applaud bold ideas that challenge the industry standard. This campaign shows the true strength of outdoor advertising: captivating audiences through suggestion, memory, and emotion.
“Devoured” doesn’t just sell ice cream. It sells the experience of finishing one. And that, in OOH, is as deliciously effective as it gets.
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