Before Haagen-Dazs, ice cream was seen (in the UK, at least) as something you’d buy from 'Mr. Whippy’ at the seaside or serve with jelly at a children's party. Supermarkets stocked large, low-priced tubs well suited to catering for 30+ little people with unsophisticated palates. Reuben and Rose Mattus identified the opportunity for an ice cream that provided grown-ups with 'a spoonful of luxury to escape the every day’.
I can't find the original, highly sensual and controversial UK ad, but from memory, the first 30 seconds of this spoof of the ad by Fosters lager is identical to the original.