Häagen-Dazs has purchased national air time during Super Bowl LIX in 2025. The campaign signifies a historic moment for the brand, who will invest in the game for the first time in its more than sixty-year history as a premium ice cream brand.

The Super Bowl commercial is part of the company’s “That’s Dazs” campaign. Launched five years ago, the campaign has significantly grown awareness among a new generation of consumers. As of 2025, Häagen-Dazs was the number one ice cream brand in America, and can be found in 25% of American households. The company pursued the campaign in order to reach out to their audience in the year’s biggest and most watched sporting event.

The brand dropped a teaser with a Chevy Chevelle reving up and turning on its headlights during the Los Angeles Chargers vs. Houston Texans NFL Wildcard Game on Saturday, January 11, 2025 in Houston, Texas.

Add FanCalendar as a preferred source on Google to never miss an update!