Häagen-Dazs celebrates International Women’s Day across global markets shining the spotlight on #IWD2022 #WomenWhoDontHoldBack
- From renaming several iconic flavours after inspiring women, encouraging women to nominate and celebrate other women’s successes, Häagen-Dazs takes its successful International Women’s Day campaign across the world covering KSA, Kuwait, Qatar, UAE, China, France, Spain, Mexico, Panama, Puerto Rico, Taiwan, Hong Kong
- 24 trailblazers across the globe share their inspirational journeys as part of the brand’s efforts to champion women’s issues
KSA, 8 March 2022: Expanding beyond the successful celebration started in UAE for IWD 2021, this year’s Häagen-Dazs #WomenWhoDontHoldBack campaign of 2022 has snowballed into a global tribute spanning 12 countries, including KSA, honoring the achievements of women who have not held back and realized their dreams. Since 1960, Häagen-Dazs ice cream hasn’t held back and this year, the brand champions 24 international trailblazers who are pioneers with motivating stories that need to be celebrated.
The premier International Women’s Day campaign in the UAE celebrated extraordinary women living in the Middle East; four classic Häagen-Dazs ice cream flavors were renamed after icons who overcame individual challenges which didn’t allow to hold them back from achieving their goals. In 2022, the campaign which expands across the GCC, sees four pioneering women celebrated including the first woman to complete an Ironman in KSA, Kuwait’s first female DJ, Emirates’ first female mechanic and one of the first female TV presenters in Qatar.
“We believe the world needs to hear about these remarkable women, from all walks of life, who are breaking glass ceilings, turning challenges into victories, stepping outside their comfort zones and are a physical embodiment of what our ‘Don’t Hold Back’ campaign represents,” says Michelle Odland, Häagen-Dazs Global Brand Director. “It is iconic women like these, who have made a personal impact for women the world over, including myself, enabling and inspiring us to pursue our dreams and dismantle barriers to our collective success.”
“Don’t Hold Back” is a core concept of the brand – an inspiration for people across the world to live life to the fullest, a belief instilled from founders Rueben and Rose Mattus who revolutionized ice cream using the best ingredients in its products.
The local narrative themed activations rolling out through the month across each market include free scoop giveaways, renaming four iconic flavours and encouraging women to nominate others, sharing their inspirational stories in different local communities.
“In KSA, we are shining the spotlight on Dr Dina Al-Tayeb renaming our Salted Caramel ice cream after her; this best seller welcomes a stunning juxtaposition of flavours, just like Dr. Dina as she became the first Saudi woman to complete an Ironman. Hills of creamy caramel ice cream laced with distinct rivers of salted butter caramel sauce and craters of irresistible salted caramel brittle are reminiscent of the ups and downs that came with Dr. Dina’s journey to the finish line,” said Azfar ul Islam, Marketing Director Middle East & Africa. “In addition, women visiting our stores on March 8th will also be treated to a free scoop from any of the four iconic flavours renamed in the region.”
Odland added: “Taking the concept global for International Women’s Day this year is a testament to our core belief of the importance of elevating and inspiring women all over the world.”
