The Brief

Upcycle was tasked to create an engaging brand campaign for the launch of Häagen-Dazs’ limited-edition summer fruit flavours under the new global brand campaign ‘Don’t Hold Back.’ Once the full impact of Covid was realised, UC needed to convey this in a Covid-friendly format sensitive to government regulations and consumer sentiment during Singapore's circuit breaker and Malaysia’s controlled movement order.

The Results

Pivoting the launch towards digital platforms, UC developed a creative press kit to allow influencers and media to engage meaningfully with the Don’t Hold Back brand vision while safely spending time at home. The successful drop resulted in robust online and social media coverage from over 146 media and influencers across both markets.

13 KOL partnerships were strategically managed to co-create exclusive content to resonate with local target audiences.


33.3 Million

across three months