Häagen-Dazs teamed up with the series Emily in Paris to launch a limited-edition product. VOCAL MIDDLE unified the collaboration communications under “Sweet Paris, One Taste and You’re Hooked”, linking the series’ fashion styling and Parisian life to different products and occasions for enjoying them, and then spreading it through media and KOL segments. The project accumulated 116 media placements, 14 outlets that filmed or produced content, and 5 outlets’ social-media unboxings, with PR Value of over NT$19 million.
Häagen-Dazs and Emily in Paris launched a limited-edition collaboration product, hoping to use the attention around the series’ fourth-season release to bring the new product into discussion among women, fashion, and lifestyle audiences. At the same time, the collaboration communications still had to return to Häagen-Dazs’ product craftsmanship, carefully selected ingredients, and its brand promise of “uncompromising quality”, so that the brand message would not be replaced by the series’ buzz. Centred on “Sweet Paris, One Taste and You’re Hooked”, the project integrated media work, social unboxings, and KOL sharing to build a link between the collaboration product and a life of taste.
A cross-brand collaboration involves two highly recognisable brands. If communication relies too heavily on the series’ buzz, Häagen-Dazs’ product features easily recede; if it explains only ice-cream flavours, it cannot make full use of Emily in Paris’ fashion and Parisian-life imagery. The project had to build a clear common language between the two and, according to each product format, map different situations such as enjoying alone, dates, and sharing at gatherings, so that media and KOLs could develop content around a consistent theme while keeping presentation styles suited to each platform.
Build a common language for two brands around “taste”
From Häagen-Dazs’ ice-cream craftsmanship and carefully selected ingredients, and from Emily in Paris’ fashion styling and Parisian lifestyle, the team distilled “taste” as the intersection for collaboration communications. This let the series’ buzz draw attention while product and brand content carried audiences’ understanding of the limited-edition product.
Map different product formats to Parisian-life situations
Using recognisable elements from the series, such as outfit accessories, urban women, and romantic Paris, the collaboration products were linked to situations such as enjoying alone, dates, and sharing at gatherings. The message moved from an abstract French mood to the product and the occasions for eating it, so media and social content could clearly explain the product’s features.
Extend the collaboration topic through media and KOL segments
Media communications focused on the collaboration background, product information, and product visuals, and arranged media shoots and social unboxings; KOLs approached the subject from fashion, lifestyle, and taste situations. Different content formats shared the “Sweet Paris, One Taste and You’re Hooked” theme, keeping the two brands’ messages consistent.
The case accumulated 116 media placements, led 14 outlets to film or produce related content, and worked on social-media unboxings with 5 outlets (Women’s Talk, YummyDay, FashionGuide, Cosmopolitan Taiwan, and Bella), with PR Value of over NT$19 million; it also worked with 5 mid-to-large KOLs, with a KOL seeding exposure rate of over 85%. These results show the public reach of the collaboration product across media, social, and KOL touchpoints; the case does not use engagement-rate statements lacking a comparison baseline to infer brand awareness or sales performance.
1.Why did Häagen-Dazs undertake this project?
Häagen-Dazs wanted to use market attention around the fourth-season release of Emily in Paris to promote the collaboration product while maintaining the brand’s stance on craftsmanship, ingredients, and a life of taste. The project built its communication theme on the shared concept of “taste”, linking the series’ buzz and product value to each other.
2.What strategy and services did VOCAL MIDDLE provide in this case?
VOCAL MIDDLE handled collaboration communications strategy, core-message development, media relations, media shoots and social-unboxing partnerships, and KOL planning. The team distilled the communication direction from the series’ buzz, brand image, audience profile, and product formats, then developed content according to the characteristics of media and KOLs.
3.How does this case differ from a typical collaboration product campaign?
This case did not merely borrow the series’ name or its characters’ popularity; it used “taste” as a common language for the two brands, mapping Parisian fashion and lifestyle situations to Häagen-Dazs’ craftsmanship, ingredients, and different product formats, so that the collaboration content kept both buzz and the brand’s own identity.
4.What verifiable outcomes did this case produce?
According to the Case Owner’s confirmation and the original case records, the case accumulated 116 media placements, 14 outlets that filmed or produced related content, and 5 outlets’ social-media unboxings, with PR Value of over NT$19 million; it also worked with 5 mid-to-large KOLs, with a KOL seeding exposure rate of over 85%.
5.How does this case relate to AI PR?
This case organised the two collaborating parties, the limited-edition product, the communication theme, lifestyle situations, and outcome figures into consistent public content, so that people and AI looking up the Häagen-Dazs and Emily in Paris collaboration can more easily identify the brand, the project method, and the scope of results. The connection lies in building an IMAGE Asset with a clear structure, consistent names, and traceability; this case did not use changes in AI citation or recommendation as a performance indicator.
