The Häagen-Dazs® brand was invented by two immigrant entrepreneurs with a vision. They used their creativity, sense of playfulness, and a totally made-up name to create an iconic luxury brand. By transforming the finest ingredients into rich and indulgent ice cream, they created the first luxury ice cream that could be enjoyed by all. Inspired by the passion and creativity of our founders, we’re tapping into a new generation of diverse tastemakers to share their own personal definitions of luxury and let their individuality shine. To us, luxury is something that should be enjoyed by the many instead of the few. It shouldn’t be narrow and exclusive – it should be sprawling and everchanging and ever-inspiring. Because whatever luxury means to you - That’s Dazs.
A New Generation of Tastemakers
We believe that luxury is defined by the many, not the few. That’s why we’re partnering with a range of talented creators—artists, dancers, chefs and more—to showcase each tastemaker’s own passions, artistries and what #ThatsDazs means to them. With the help of multi-hyphenate creator and tastemaker Lena Waithe, the Häagen-Dazs® brand will rally this group of tastemakers to inspire others to showcase their own personal passions and creative expressions using the hashtag #ThatsDazs. To learn more about the #ThatsDazs creators, follow us on Instagram.
The Häagen-Dazs® brand is committing $1.5 million dollars over the next three years to organizations that are working to uplift and support marginalized and underrepresented creators and tastemakers. This commitment starts in 2021 with a $100,000 donation to the Hillman Grad Productions Mentorship Lab, founded by Lena Waithe. The Hillman Grad Mentorship Lab provides opportunities for marginalized storytellers to connect, grow, and accelerate their careers across television, film, and other mediums. To learn more about Lena Waithe’s Hillman Grad Mentorship Lab, head to www.hillmangrad.com/mentorship-labs. We are at the very beginning of this journey and are working with our current group of creators to identify and vet organizations that are aligned with our vision. We’ll continue to announce who we’re working with as we identify new partners.