RocketNews 24 (by Oona McGee):
Now there’s something else to look forward to when opening a tub of ice cream.
Häagen-Dazs Japan has been tantalising frozen dessert lovers over the years with exclusive flavors like Chestnut and Adzuki Red Bean, Salty Vanilla and Caramel and even a couple of vegetable varieties. Now they’ve discovered a brand new way to get everyone’s attention, and this time it’s all about looks, with the shape of the ice cream in the tub taking center stage and different names given to the special markings, which are all centered around the love-heart concept.
▼ The new campaign is called “Häagen Heart Hunting”.
The idea for the fun new marketing plan came about after the company’s creative team tested 1,000 mini ice cream tubs to find what types of shapes naturally appear on the surface after opening the lid. After discovering the shape of a perfect heart in 2 of the 1,000 tubs, it was decided that the other designs could be seen as variations of the love-heart pattern, giving birth to a series of eleven “heart” shapes.
▼ The most coveted marking is the “Clear Heart”, which was found in only two of the 1,000 tubs.
▼ Also found in only two of the tubs tested was the “Kiss Heart”, which looks like a set of lips, and is said to bring the promise of romance to anyone who finds it.
▼ Another unique pattern, found in 2.1 percent of samples, is the “Goodbye Heart”, which is divided in the middle, suggesting it’s time to say goodbye and step forward anew.
▼ At 3.6 percent is the “Baby Heart”, which includes a small crater companion, and is said to bring happiness and new encounters.
▼ A more common shape is the “Incipient Heart” (7.7 percent), which is just on the verge of taking on a heart-shaped form, like love about to blossom.
▼ The “Tears Heart” (10.4 percent) features a central tear, suggesting something will move your heart in the near future.
▼ The “Cheating Heart” (11.1 percent) is bulging out on one side, which can be taken to mean that something may happen to disturb you a little bit.
▼ More common is the “Gaping Hole Heart” (15.3 percent), which features a floating circle on the surface. Those who come across this shape are said to feel a slight sense of dissatisfaction with the everyday. Which could explain the reason for eating ice cream in the first place…
▼ And the most common of all, at 26.5 percent, is the “Smile Heart”, which suggests something lovely will happen to make you smile unexpectedly.
▼ Out of all the hearts in the collection, there are two super rare varieties: the “Positive Heart” which is raised on the surface and has the promise of positivity. It’s said to appear in only 0.1 percent of tubs.
▼ And the “Perfect Heart”, which is said to make rare, phantom-like appearances, as the most rarefied and beautiful version of the “Clear Heart”. Those who come across a beauty like this are believed to receive incredible happiness.
Ice cream lovers in Japan have embraced the fun nature of the campaign, posting photos of their findings on Twitter, Facebook and Instagram