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Thinkerbell's anti-theft Trojan Peas to protect Häagen-Dazs ice cream

Chris Pash
By Chris Pash | 16 October 2020

Research commissioned by Häagen-Dazs has discovered that 41% of Australians hide their treats so they aren’t stolen by family members or housemates.

In response, Häagen-Dazs and Thinkerbell have developed Trojan Peas, an anti-theft innovation to help hide ice cream from others.

“We believe that Häagen-Dazs is the ice cream of ice creams and therefore worthy of protection," says Leanne Badcock, senior brand manager for Häagen-Dazs.

"We’re excited to be bringing the idea to life and helping Aussies savour their precious treat time.”

Ben Couzens, chief creative tinker at Thinkerbell: “Inspired by the legendary tale of the Trojan Horse (as well as boring bags of frozen peas), we specially designed the pack with ugly colours and dull branding to ensure that no kid, partner, or housemate would ever want to look inside. Ok, it’s really just a boring bag of peas, but that’s the point.”

Haagen-Dazs has also partnered with Australian media personality, Em Rusciano, to demonstrate how easy the bag is to use from her home in Melbourne.

Trojan Peas can be captured, via a competition, are at the Haagen-Dazs Instagram page.

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