At a time when most brands are shouting for attention with loud visuals, Häagen-Dazs chose to do something different and teach us a marketing lesson.
They didn’t describe the flavor and didn’t promise happiness. They simply showed an empty ice cream stick and somehow, that image said everything.
In partnership with the renowned creative agency BBH London, Häagen-Dazs introduced “Devoured”, a bold minimalist campaign that captures the essence of indulgence through absence. Featuring a striking magenta background and a solitary, empty ice cream stick, the visual says nothing explicitly, yet conveys everything. There’s no product in sight, only the trace of a pleasure that’s already been experienced. Rather than attempting to sell, the campaign evokes a feeling, a memory and it’s precisely in this subtlety that its brilliance lies.
What marketing lesson we learn from this?
Firstly at EverUp, we believe that more isn’t always better. When used intentionally, minimalism can deliver a deeper emotional impact than even the most elaborate campaigns. “Devoured” reminds us that the strength of a message doesn’t lie in how much is said, but in how much is felt.
Effective advertising doesn’t always need to explain. Sometimes, it needs to leave room, for the audience to feel, to imagine, and to engage with the product in their own way. This gives people the opportunity to add their own psychological layer to the product. Sometimes, a product is best represented by, well we believe nothing.
At EverUp, we believe in the power of thoughtful creativity. Our team help brands find clarity in simplicity, emotion in storytelling, and strength in bold ideas. Whether through minimalist visuals or strategic messaging, our mission is to craft meaningful experiences that leave a lasting impression.
Now ask yourself, would you be brave enough not to show your product?
We’d love to hear your thoughts. Share your opinion below and join the conversation about the rising power of absence in creative advertising.