TBWAHakuhodo will handle creative and media buying duties for the US company’s Dolce brand in the Japanese market. According to the agency, Häagen-Dazs is looking to achieve differentiation for the frozen dessert by positioning it as a “completely new and unique category”.

The new campaign is expected to incorporate TV, print, out-of-home and digital media. It is due to launch in September.JWT was responsible for the launch of the brand in Japan in 2007. Dolce is a premium ice cream cup that is available in flavours such as tiramisu and crème brûlée.TBWAHakuhodo currently handles the creative account for Häagen-Dazs Crispy Sandwich as well.