Diageo PLC: Dedicated To Pleasure campaign (1991)

William Baue D.

Before offering the test product to a focus group, representatives of the London ad agency Bartle Bogle Hegarty (BBH) served wine to loosen up the group members.

Diageo PLC: Dedicated To Pleasure campaign

William Baue D.

Overview

Before offering the test product to a focus group, representatives of the London ad agency Bartle Bogle Hegarty (BBH) served wine to loosen up the group members. One member drank three glasses of wine and then, for the first time ever, tasted a spoonful of Häagen-Dazs superpremium ice cream. "This is the second best thing I could do to my body," the group member reportedly responded. BBH fashioned its 1991 ad campaign for Häagen-Dazs, entitled "Dedicated to Pleasure," by playing off the idea of first best thing one could do...

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