Turning absence into desire

On the World Ice Cream Day, Häagen-Dazs made a bold move by showing… nothing. Or almost nothing. 

Created by BBH, this campaign called “Devoured”, breaks away from the usual glossy food shots and close-ups of creamy indulgence. Instead, we’re left with a single, empty stick, licked clean, with just a trace of chocolate left behind. 

The message? You’re too late. And naturally… that makes you want it even more.

Rolling out in the UK and Spain, this campaign triggers curiosity, regret and craving. “Devoured” definitively turns absence into desire.

Häagen-Dazs proves that sometimes, less really is more.

August 2025