Luxury ice cream company Haagen-Dazs is boosting its retail profile with a national TV campaign. The naughty ads aim to sum up the enjoyment associated with the brand through communicating ’The Longer Lasting Pleasure’ message of slowly melting ice cream. The end frame focuses on the Haagen-Dazs minicup multi-packs - which feature four of the best-selling flavours in individual 100ml portions.

The campaign, which builds on the awareness generated through the brand’s role as the official ice cream supplier of Wimbledon, appears on ITV1, Channel 4 & 5 and satellite channels.

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