Häagen-Dazs has been encouraging people with the motto, Don’t Hold Back, for several years. Now it is living it. The ice cream brand has teamed up with the “Picasso of Pastries” – Pierre Hermé, to create the ultimate indulgence, a creamy ice cream with the crunchy chewiness of mini macaron shells.

This love story between ice cream and macarons with a Parisian flair is being told in a global campaign by Forsman & Bodenfors.

“Our first-ever global collaboration with Pierre Hermé perfectly showcases the true craftsmanship of our brands. We share a commitment to high quality and taste, a passion for innovating and reinterpreting classic favourites and creating extraordinary experiences for our consumers. Don’t hold back drives us in everything we do, and with this global campaign, we’re bringing together some of the greatest things in life – ice cream and macarons,” stated Manuel Garabato, Häagen-Dazs global brand director.

The campaign centres around the connection between people, and the time spent together while enjoying the new French macaron flavours and has launched in the UK and Korea before extending to the rest of the world during the northern hemisphere summer.

“Creatively, our partnership with Häagen-Dazs has been an absolute joy, as we set out to craft a campaign that celebrates the magical union of ice cream and macarons with a uniquely French twist. By embodying the Don’t hold back attitude of Häagen-Dazs, we were able to capture the essence of Parisian craftmanship and celebration and elevate it to a new era of indulgence,” commented Agnes Stenberg-Schentz, creative at Forsman & Bodenfors.

The full campaign consists of TVCs, OOH, digital shorts, and several locally adapted experiences, all tied together with Häagen-Dazs’ core values about being in the moment and treating yourself with delicious ice cream worth savouring. From France to Korea to China – these experiences will highlight Parisian love and culture under the theme, Summer of Amour, where romance is celebrated throughout the entire summer. The experience aims to bring people together, just like Häagen-Dazs & Pierre Hermé brought together indulgent ice cream and French macarons in their own love story.