haagen-dazs south africa
Sep 02, 2014 • By

Häagen-Dazs makes it snow in South Africa

When flurries fill the inside of a life-sized snow globe, people watch in wonder – especially in Johannesburg, South Africa, where it rarely snows.

The snow globe was a main attraction at a recent Häagen-Dazs event at Melrose Arch, the city’s place to see and be seen.

At the posh party, 250 VIPs experienced the world’s most decadent ice-cream served inside the breathtakingly beautiful 26-foot high snow globe.

haagen dazs international

“The reaction was overwhelming,” says Molemo Mathabathe, acting brand manager for Häagen-Dazs. “People took pictures as the structure was going up … I think what blew everyone away was the fact that you could make it snow at a touch of a button.”

The snow globe was designed specifically for the event but was used the following weekend as a pop-up store to drive sales for the Häagen-Dazs shop at Melrose Arch. Molemo says the snow globe was such a hit, other companies and brands are asking if they can rent it.

Haagen-Dazs snow globe

The party, which has been described as the coolest event of the year, was the culmination of an 8-week “pure desire” campaign. Häagen-Dazs challenged ice-cream lovers to reveal the object of their desire for a chance to win a trip to Paris.

giant snow globe

The 12 finalists were among the guests treated to the luxurious evening, which included ice-cream perfectly paired with delicious food.

Roasted beef medallions scented with truffle oil served with a Häagen-Dazs macadamia nut brittle ice cream, anyone?

How about coffee glazed chicken ballentine accompanied by a strawberry and cracked pepper salsa served with Belgian chocolate ice cream?

“One thing is for certain,” adds Molemo, “This event showcased the very best of Häagen-Dazs.”