Häagen-Dazs partners with hit Netflix show to deliver a taste of Paris

Häagen-Dazs has announced a worldwide partnership with the popular Netflix series Emily in Paris aiming to bring fans a taste of French glamour through a new marketing effort. As part of this collaboration, the "Be More Emily" campaign introduces a limited-edition ice-cream collection that is available globally, alongside engaging pop-up experiences and social media challenges.

Rolled out across 41 markets including several Asian countries such as Singapore, India, Hong Kong, and Taiwan, the reach targets the universal appeal of both the Häagen-Dazs brand and the Emily in Paris series, which is gearing up for its fourth season on Netflix.

The show has become a cultural phenomenon with audiences worldwide with its blend of fashion, romance, and the backdrop of Paris. Created by Darren Star, known for hits like Sex and the City and Beverly Hills 90210, the series continues to draw viewers with its rom-com storytelling and stylish aesthetic.

In celebration of the partnership, Häagen-Dazs has launched the Emily in Paris ice cream collection, featuring fan-favourite flavours such as Strawberry and Salted Caramel. The special collection also includes bespoke Emily in Paris cakes and creations available in select Häagen-Dazs Shops worldwide. Additionally, a key feature of the brand collaboration is the interactive 'Paris by Emily' experience. In 20 participating markets, fans can scan a QR code on the limited-edition packaging for a chance to win exclusive prizes, including a once-in-a-lifetime trip to Paris. 

Priscilla Zee, Häagen-Dazs brand director, highlighted the partnership's focus on celebrating shared heritage in France, stating, "We are delighted to bring that to life for fans of both brands globally, as they experience a taste of Paris with their favourite flavours."

The creative vision behind the collaboration has been developed by Forsman & Bodenfors, melding together the two brands' identities.