Fresh from a brand retune, Häagen-Dazs is weaving its updated positioning into its ongoing Wimbledon sponsorship, inking a deal with Swedish fashion brand Björn Borg.
The sports fashion brand, best known for its underwear, has collaborated with the luxury ice cream company to create the bespoke packaging for Häagen-Dazs’ strawberries and cream range.
The bright illustrations featured on the packaging were inspired by Björn Borg’s roots in tennis, having taken its name from the Swedish former world number one champion of the same name.
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Source: The Drum
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