Diversity is core to Haagen-Dazs’ rebranding

Elizabell Marquez, chief marketing officer of Haagen-Dazs’ parent company Dreyer’s Grand Ice Cream, shares how diversity is guiding the company’s rebranding goals, with plans that include the #ThatsDazs campaign with a $1.5 million commitment to supporting diverse creators and the new creative partnership with artist Lena Waithe. “What’s exciting about the transformation that we’re making as a brand is [how we’re] really reflecting a broad consumer base, whether they’re new to our brand or have been with us forever, and being able to represent that in the work that we’re doing,” said Marquez.