Häagen-Dazs Names World No. 3 Tennis Player Grigor Dimitrov A Global Ambassador

General Mills ice cream brand Häagen-Dazs "is seeking to appeal to a younger audience" by signing men's World No. 3 tennis player Grigor Dimitrov as its global ambassador, according to Omar Oakes of CAMPAIGN LIVE. Dimitrov’s signing follows a "step change" in Häagen-Dazs’ brand behavior, which is centered around "everyday made extraordinary" and broadening its appeal by targeting millennials "who are looking to live in the moment and uplift their everyday through unique and authentic experiences." As global brand ambassador, Dimitrov’s role will be to highlight "extraordinary experiences" for Häagen-Dazs shoppers and consumers in line with the brand’s new positioning, as well as activating social media influence to engage with the "much sought-after" millennials demographic. During the Australian Open, Dimitrov will serve a "bespoke flavour creation" to fans (CAMPAIGN LIVE, 1/16).