"Savoring some time to yourself does connect with the world that we know consumers are living in, where it's just so fast, everything's changing - I can barely keep up with all the trends on TikTok."
"People feel over-programmed, and if you're not moving fast, you feel like you're behind."
"This moment to care for yourself is something people really crave. Everyone needs more of this because 'slow' is something that people need to survive."
Häagen-Dazs debuted a Super Bowl ad and then expanded it into a larger "Slow" brand platform running across TV, social, digital, influencer, out-of-home and sampling in 2025. The campaign used Fast & Furious stars to convey a message of taking time for oneself and scored well on System1 testing while increasing social engagement. The brand reported an 11% year-over-year rise in Instagram views and a 128% YoY jump in TikTok followers. Targeted lifts in ad recall and consideration have appeared among 25–34 year olds on YouTube, and the brand positions "slow" as a necessary response to fast-paced cultural pressures.
Read at Marketing Dive
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