Withstanding the slings and arrows of a punitive economy is a formidable challenge for marketers across all categories right now. It’s especially so for those who traffic in luxury food or beverage items, be it fine wine or pricey desserts, such as Häagen-Dazs’ limited Reserve Series. Given the currently dismal economic forecast for corporate America, are there best practices for marketers to employ when launching luxury products? According to Ching-Yee Hu, brand manager of Häagen-Dazs, the answer is “yes”:
• “Market the product in an unusual and compelling way that celebrates its ‘star’ qualities to dramatically pique the curiosity of a discerning consumer target”; and,
• “Initiate a word-of-mouth campaign that selectively and creatively engages an exclusive group of consumers and media to become early adopters and product evangelists.”