General Mills has launched a global ‘House of Häagen-Dazs’ campaign starring movie star Bradley Cooper to strengthen its position as a luxury ice cream brand.

A TV commercial featuring Cooper airs this month and will be supported by outdoor, press and online advertising. The activity will include outdoor film experiences at key landmarks across the UK, including Kew Gardens, Ascot Racecourse, and Hampton Court Palace, where consumers will be given samples of Häagen-Dazs Secret Sensations mini-cups.

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Source: Häagen-Dazs

Bradley Cooper in the new Häagen-Dazs campaign