Dreyer’s Grand Ice Cream, home to iconic brands like Häagen-Dazs Drumstick, Outshine, Edy’s/Dreyer’s and others, has 100+ years of winning experience in the ice cream industry. Since joining forces in 2020 with the leading global ice cream company, Froneri, several brands in the portfolio, like Häagen-Dazs, have started to think differently about every aspect of branding. From creativity to purpose, Häagen-Dazs has reflected on its brand heritage and engaged a diverse array of tastemakers to showcase new passions and uplift underrepresented communities. Chief Marketing Officer for Dreyer’s Grand Ice Cream, Elizabell Marquez, joins us on behalf of Häagen-Dazs and the portfolio to discuss the implications of marketing for a brand that spans many generations, and demonstrate how its 2021 campaign “That's Dazs” attracted new audiences and platforms for the first time in brand history.