Häagen-Dazs & West Coast Customs Build an Ice Cream Cadillac
Published: February 5th, 2025.
Häagen-Dazs has taken a creative approach to its Super Bowl marketing campaign, partnering with West Coast Customs to build a custom 1963 Cadillac Series 62 convertible designed to grab attention both on the road and online. The Dazs Drive campaign is a well-thought-out promotional strategy that blends nostalgia, pop culture, and interactive engagement.
Super Bowl commercials are often packed with celebrity cameos and humor to make an impression, but Häagen-Dazs has taken things a step further by extending its campaign beyond a single ad. The Dazs Drive initiative features a 1,900-mile journey from Los Angeles to New Orleans, turning the custom Cadillac into a rolling advertisement. Rather than relying solely on a 30-second spot, the brand creates multiple touchpoints with its audience, keeping engagement high before, during, and after the game.
A key aspect of the campaign’s success is its tie-in with Fast & Furious star Vin Diesel. The Not So Fast, Not So Furious ad subverts the high-speed action of the movie franchise, portraying Diesel and co-star Michelle Rodriguez enjoying ice cream in a slower, more relaxed setting. This contrast directly influences Häagen-Dazs’ messaging, emphasizing indulgence and quality over speed. By incorporating an actor so closely associated with high-octane action, the brand makes the message more impactful while ensuring the ad remains memorable.
The Cadillac is a marketing tool designed to draw attention wherever it goes. Built by West Coast Customs, known for their high-profile car modifications, the vehicle features a burgundy and cream two-tone paint job that matches Häagen-Dazs branding. Custom badging on the hood, steering wheel, and wheels further reinforces the association.
Inside, the car continues the theme with cream leather seats and a burgundy dashboard, making it feel like an extension of the brand. The most unique features, however, are the built-in ice cream cone holder in the armrest and a fully functional ice cream freezer in the trunk. This isn’t just a showpiece—it’s a fully integrated brand experience.
To ensure maximum exposure, the Cadillac will be transported in a custom trailer with large windows, allowing fans to see it along the journey. This turns the road trip into an event, creating social media opportunities.
One of the smartest aspects of Häagen-Dazs’ marketing strategy is leveraging social media. Fans are encouraged to share photos of the Cadillac and tag @haagendazs_us for a chance to win VIP tickets to Shaq’s Fun House, an event tied to Super Bowl weekend. This approach increases brand interaction and ensures that the campaign continues to spread organically.
This marketing campaign is so effective because it blends multiple elements seamlessly. The car taps into classic Americana, appealing to enthusiasts and nostalgia-driven audiences. The Fast & Furious connection gives it pop culture relevance, ensuring people pay attention. The road trip component turns it into an ongoing event, sustaining interest for weeks rather than just during the Super Bowl. And finally, social media engagement ensures that consumers aren’t just watching but actively participating in the campaign.
By going beyond a single commercial and making the campaign interactive, Häagen-Dazs has positioned itself as more than just an ice cream brand. They’ve created an experience, ensuring their Super Bowl presence lasts far beyond game day.