Black Swan Life wins creative mandate for Haagen-Dazs

The agency will handle the entire mandate for the New York-based ice-cream brand, including digital.

Creative agency Black Swan Life has won the entire communications mandate for New York-based ice-cream brand Haagen-Dazs. The account will be serviced out of the agency's Mumbai office. It is learnt that there was no official pitch held. The agency will also handle the digital mandate.

Speaking on awarding the account to Black Swan Life, Salil Murthy, marketing director, Haagen-Dazs India, says, "I'm thrilled to welcome BSL to the Haagen-Dazs family as the creative agency of record for the brand. They bring strategic acumen and strong creative abilities to the table, and very much share our vision for growth on the brand."

Sukumar R Menon, founder and creative head, Black Sawn Life, states, "It's really exciting to handle a much sought after premium brand like Haagen-Dazs. They are a passionate group of people who are constantly creating something fresh and innovative to give their customers a truly satisfying and differentiated experience. As their communications partner, we hope to live up to the very high standards that they have set for themselves."

The Haagen-Dazs brand dates back to the early 1920s. Reuben Mattus, a young entrepreneur, worked in his mother's ice-cream business, selling fruit ice and ice-cream pops from a horse-drawn wagon in Bronx, New York.

Haagen-Dazs was established by Reuben and Rose Mattus in 1961. Starting with only three flavours: vanilla, chocolate, and coffee, the company opened its first retail store in Brooklyn, New York, on November 15, 1976. The business now has franchises throughout United States and many other countries around the world. The company also produces ice-cream bars, ice-cream cakes, sorbet, frozen yogurt and gelato.