Häagen-Dazs celebrated International Women’s Day with a global #WomenWhoDontHoldBack campaign that also covered the GCC. The American luxury ice cream brand honoured four extraordinary women living in the region by renaming four classic Häagen-Dazs ice cream flavours after them.
Vanilla was renamed after Hanan Al-Emedi, one of the first female TV presenters in Qatar. The flavour is associated with her most inspiring trait, modernity. Additionally, Strawberries and Cream was retitled after Farah Bishara, aka DJ Bonita. Kuwait’s first female DJ is known for her originality, just like the flavour. Meanwhile, Salted Caramel was renamed after Dr Dina Al-Tayeb, the first woman to complete an Ironman in Saudi Arabia. The mother, dentist and triathlete is all about motivation, the reason she was linked with the flavour. And Belgian Chocolate was renamed after Huda AlMatrushi, the Emirates’ first female mechanic, due to her most rousing quality, curiosity.
Customers were treated to free scoops of any of the four iconic flavours on March 8, however the “ice cream of ice creams” is still offering a 25 percent discount on them until March 13.
“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,” Michelle Odland, Häagen-Dazs Global Brand Director, said. “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.”
The campaign has involved 12 countries, including China, France, Mexico, Puerto Rico and Hong Kong. In all 24 trailblazers, who have not held back and realised their dreams, have shared their inspirational journeys as part of the brand’s efforts to champion women’s issues.The initiative, which is encouraging women to nominate and celebrate other women’s successes and share their inspirational stories in different local communities is continuing throughout the month across each market.
