Häagen-Dazs Puts Life on Pause with Tortoise-Powered Campaign

Häagen-Dazs has launched the latest evolution of their ‘Slow’ brand platform with ‘Take Your Sweet Time’ alongside a new TV-spot and visual creative. The platform is an invitation for consumers to slow down and savour life’s moments in today’s fast paced world built on urgency, immediacy, and hustle. In a time where slowing down has become an inaccessible luxury, the brand’s premium ice cream with simple, whole ingredients and dense, rich texture, is built to be savoured.

To bring the message to life, Häagen-Dazs featured a tortoise as the perfect symbol of slow. The ad illustrates the contrast and magic that unfolds between the pace of modern life and the simple pleasure of slowing down. Set to the tune of ‘One Thing’ by Lola Young, the ad is focused on inspiring consumers to find moments of pause in the midst of their busy days.

The ad and accompanying visuals were developed and directed by creative agency nice&frank and will premiere during the 2026 GRAMMY Awards, where Häagen-Dazs is the official ice cream partner.

In addition, the brand is introducing a suite of new flavours, anchored by the new Dark Cherry Truffle flavor and Cherry Dark Chocolate ice cream bar.