Nestlé S.A.: Made Like No Other campaign
Kevin TeagueOVERVIEW
Given a European-sounding name by its American creator, Reuben Mattus, Häagen-Dazs reigned as the United States' top-selling superpremium ice cream during the 1980s. The ice cream's success partially resulted from its pure, unaltered ingredients and also from its decadent reputation. In the 1990s Häagen-Dazs's popularity waned as consumers identified it as an antiquated brand from the previous decade. Häagen-Dazs's fastest-growing competitor, Ben & Jerry's Homemade, marketed its superpremium ice cream as a product for everyone. Nestlé S.A., the owner of Häagen-Dazs, purchased 67 percent of Dreyer's Grand Ice Cream Holdings...