Ice Cream Popsicle Campaigns : Devoured Campaign

Häagen-Dazs’s “Devoured” campaign strips imagery down to the bare essentials—just a wooden stick and a streak of melted chocolate set against a clean background. Launched this July in the UK and Spain by BBH and shot by Dan Tobin Smith, the ads rely on suggestion rather than over-the-top visuals to evoke indulgence.

By showcasing the aftermath, not the full treat, the campaign plays on memory: “We didn’t need to show the product because the craving you get from looking at it, says it all,” explains BBH global CCO Alex Grieve. This minimalist approach marks a confident departure from the category’s usual bright, lavish styling, trusting the audience’s own imagination to fill in the flavor.

Alongside the visuals, Häagen Dazs updated its stick bars with a thicker chocolate shell and redesigned shape for better texture and bite. Timed around National Ice Cream Day, the campaign is a teaser—“an opening note” ahead of a global rollout set for spring 2026. With its reliance on restraint rather than decoration, “Devoured” redefines indulgence by celebrating what’s been savored, not what remains.

Image Credit: BBH