Häagen Dazs secured physical retail space in Toronto on St Patricks Day to launch an experiential sampling campaign. The brand built a temporary pop up bar named OHäagens designed to look exactly like a traditional Irish pub. The physical execution relies on replacing standard alcohol consumption with a premium dessert. Bartenders served complimentary ice cream pints instead of traditional beer to consumers walking by the venue.
The creative strategy centers entirely around the campaign tagline “Can I buy you a pint?” The agency Courage reframed this universal social question by shifting the physical product from stout beer to ice cream. The brand bypasses traditional alcohol marketing clutter on a heavy drinking holiday to target younger demographic groups actively reducing their alcohol intake.
Offering free product in a traditional pub setting creates a direct sampling opportunity masked as a social gathering. The physical environment mirrors bar culture while placing the actual dessert container directly into the hands of the consumer. This contextual placement drives immediate physical trial and secures brand relevance during a culturally saturated holiday without relying on standard digital display advertising.
Campaign Name: Can I buy you a pint?
Agency Name: Courage
Brand Name: Häagen Dazs
Location: Toronto
