There is a huge culture around clean eating that leaves people feeling guilty after they eat 'bad' foods, so Häagen-Dazs want to say that it's okay to indulge, but when you do, do it with Häagen-Dazs.
TUBS - Häagen-Dazs would print funny. inspirational quotes on the inside of tub lids to reassure people that it's okay to indulge.
SOCIAL - Häagen-Dazs POV with current trends.
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