I heard a rumor that Häagen-Dazs staged one of the greatest branding coups of all time. Did you think they were a high-end European import? I did. Turns out they've been American all along.
This stealthy bit of genius nearly catapulted them to the top of my favorite brands list. But then I read further, and I just couldn't get past the phrase "frozen dessert experience." Even if they mean to encompass things beyond ice cream, what is wrong with simply "frozen desserts"?! I buy their products at Safeway, generally pass a homeless person or two en route to my house, and then consume them rabidly while standing in the kitchen surveying the counter to be sure I've left no dinner crumb behind in the space I share with my 7 roommates--there, or in my bed, buried in books and wondering whether getting an MFA would be my ticket to a life of misery or my salvation. Either way, I'm not sure what kind of "experience" Häagen-Dazs is offering-- and I'm pretty sure that no matter what they have in mind, my reality is not it.
Of course, none of this will stop me from shoveling "Five" into my mouth after a bad day, which I suppose is what they are counting on.
Holy crap!! (If you aren't saying holy crap right now, it's because you didn't follow my "five" link.) Very tricksy, Häagen-Dazs. Now you've fooled me twice.
Has knowing I'm now getting ordinary Häagen-Dazs, which is actually produced in an ordinary American factory, further eroded the purported "experience" of eating the formerly pure, simple, Euro-chic Five? At this point my positive associations with consumption of that product are so strong that I highly doubt it. Cross your fingers for a stressful day and I'll let you know.
No comments:
Post a Comment