Tasty names

From my back files, this entertaining story in the MediaPost Marketing Daily on April 21st, “Haagen-Dazs Gelato Launch Uses ‘La Dolce Vita’ Theme” by Karlene Lukovitz, beginning:

Häagen-Dazs – the ice cream brand with the Danish-sounding name that was actually created by a Polish immigrant in the Bronx in 1961 — is celebrating all things Italian in its new campaign for the U.S. launch of its gelato line.

The “La Dolce Vita” campaign is kicking off with four TV spots airing on networks including Travel Channel, Food Network and HGTV (also viewable on the brand’s YouTube channel).

A 30-second spot shows an Italian couple arguing passionately in their native language (English subtitles provided), who are stopped short — and turn suddenly loving (at least momentarily) when they spot a carton of Häagen-Dazs Gelato and share spoonfuls of the treat. The spot closes with a screen message/English-language voiceover: “Häagen-Dazs Gelato — our new Italian masterpiece.”

The video:

Three 15-second spots each focus on one of the seven varieties of the gelato: Stracciatella, Limoncello and Cappuccino. In each case, the mouths of a series of Italian men and women are shown in close-up as each pronounces one syllable of the flavor’s name. Ending message: “New Häagen-Dazs Gelato. Even the name tastes good.”

(The other flavors in the gelato line are Sea Salt Caramel, Dark Chocolate Chip, Black Cherry, Amaretto and Vanilla Bean.)

“Our goal was to create a campaign that captures ‘La Dolce Vita’ and immerses our fans in the Italian culture through sight, sound and, of course, taste,” said Häagen-Dazs brand manager Cady Behles. According to the company, Häagen-Dazs is the first “super premium” brand to offer gelato.

Even the names taste good!

Here in Northern California we have quite a range of wonderful gelati and sorbets available, including some unusual ones (like single malt scotch gelato bars).

3 Responses to “Tasty names”

  1. Licia Says:

    The reference to La dolce vita and the connotations foreign languages might have in different cultures reminded me of an Italian pasta commercial written and directed by Federico Fellini in 1985:

    Head waiter: “If I may, I would like to recommend ”
    Woman: “Rigatoni”
    Head waiter “And we, like an echo, respond Barilla
    Voiceover “Barilla always makes you feel al dente

    The commercial was titled Alta società (high society). Needless to say, French is expected to sound very sophisticated and sensual to Italian ears.
    Note that rigatoni was (is?) slang for oral sex involving teeth (denti). .

  2. Licia Says:

    (a list of French entrées is missing, sorry)

  3. Tasty names 2 | Arnold Zwicky's Blog Says:

    […] A blog mostly about language « Tasty names […]

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