Films for the Humanities and Sciences

The Ice Cream Wars

This program examines how luxury ice cream companies are vying for their European market shares. A variety of strategies used by Häagen-Dazs are discussed. In Britain, a Häagen-Dazs executive explains how the company appealed to adult consumers by presenting ice cream as a sensual gourmet specialty, rather than a child’s treat. Advertisements in Vogue and other upscale publications use sex and celebrities to boost sales. In France, stores selling the product are located in exclusive areas, such as the Champs-Elysées. But Häagen-Dazs’s quest for classic brand status is now being threatened by American competitor Ben & Jerry’s, England’s Rocombe Farms, and other European premium brands. Executives from those companies discuss competitive marketing strategies that appeal to more traditional values. Original BBC broadcast title: From Food to Fashion. (30 minutes)

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Item#: BVL7419
Copyright date: ©1994
DVD ISBN 978-1-4213-7751-3


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