​​WHAT:Häagen-Dazs is teaming up with Complex as its exclusive ice cream partner to invite fans to savor the summer by kicking off a summer-long celebration of slow living and indulgent treats. Häagen-Dazs will activate at 12 immersive pop-ups across the country, starting in New York City and Los Angeles.

At each pop-up, guests will be treated to the new Häagen-Dazs Belgian Waffle Cones, an indulgent innovation inspired by classic scoop shop cones. The cone is filled with the dense, creamy ice cream that Häagen-Dazs is known and loved for, with delicious toppings and a decadent bite of sauce that’s waiting for you at the bottom of the cone.

The sampling experience brings the indulgence straight to the streets, with a custom Häagen-Dazs stationary cart set up outside each Complex location. Roaming branded push carts will offer product samples to fans waiting in line, while brand ambassadors share details and engage guests in conversations about the new Belgian Waffle Cone flavors, helping fans truly savor the moment.

The summer celebration will culminate in September at the Complex Family Style Food Festival – a final, large-scale moment where indulging and embracing the slow life are front and center.

WHY: In a world of instant everything, Häagen-Dazs is pioneering a “new slow,” an invitation for people to pause, savor and appreciate the beauty of small, everyday moments by indulging in an ice cream that’s made to be savored not binged. The summer rollout focuses on finding slow in the small pockets of everyday life – whether a solo walk, a midday break, or a shared cone with someone you love. With millennials and Gen Z in mind, the campaign reminds us that moments of calm can still exist within our busy, always-on routines. With artfully paired flavors, smooth textures and quality ingredients, Häagen-Dazs offers more than a treat – it offers an intentional escape from the chaos, one indulgent bite at a time.

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