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In Brazil, a news story involving government purchases that included over 500 Häagen-Dazs tubs went viral with a negative tone, reinforcing the idea that the brand was “too expensive” and generating thousands of critical comments on social media and news outlets. The conversation began to harm the brand’s broader perception.
To counter this, we implemented a comprehensive reputation-management strategy: active moderation to reduce harmful comments, pausing paid promotion tied to the issue, and building a new visual narrative that felt more human, emotional, and accessible. We produced new photography highlighting simple yet extraordinary moments, shifting the brand away from an image of ostentation and positioning it as indulgent, modern, and relatable. We also strengthened YouTube presence with segmented campaigns and retail actions to reconnect the product with consumers at the point of sale. The results were clear: positive comments increased, the tone of conversation shifted to something aspirational and fresh, and YouTube content surpassed half a million views.<\/p>\r\n <\/a>\r\n <\/div>\r\n <\/div>\r\n <\/div>\r\n <\/div>\r\n<\/section>"
