We revealed self-care, not indulgence, as ice cream's role

In a brand development pitch, we were charged with revealing fresh ways that consumers have been engaging with Haagen-Dazs, guiding the agency toward a new positioning. In the course of our research, an unexpected insight emerged: a new wave of ice cream consumers is redefining its role, embracing it not as a symbol of luxury but as a supportive tool for mental well-being.