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And Rising

Core disciplines: Advertising/Creative, Brand strategy, Branding / design

 

HALO TOP 'Halo Britain'

Halo Top is an LA-based low-calorie, high-protein and low-sugar ice cream, founded by lawyer turned entrepreneur Justin Wolverton.  The brand is the first healthy ice cream that actually tastes like ice cream and in the US people have been going mad for it, outselling Häagen-Dazs and Ben & Jerry’s. Justin tasked us with launching Halo Top in the UK. 

AMBITION:

Number 1 selling ice cream brand in the UK

BARRIERS TO GROWTH:

New brand 

Nascent ‘better for you’ ice cream category in UK

NEED:

A highly salient and consistent brand platform 

ROUTE TO GROWTH:

Differentiate from the bland better for you category and make the mainstream seem irrelevant with the health benefits 

GROWTH:

Excellent 1st weeks in market

We love ice cream in the UK and our tastes are getting sweeter, mirroring the U.S. Only 5% say they never eat it and more chocolate products launched than vanilla for the first time in 8 years. 

But there is a death to the middle. Things are getting more healthy (sugar free, dairy free, gluten free etc) and more indulgent (63% claim to eat ice cream on the sofa in front of the TV, 21% do not even spoon it out of the bowl). 

Halo Top is the first ice cream brand to resolve this cultural tension of health vs indulgence. Because it is healthy ice cream you can indulge guilt-free.

So in order to differentiate from the bland ‘better for you’ category,  we gave the brand the irreverent positioning: ‘Celebrate bingeing. Halo Top: your not-so-guilty pleasure.’

We launched the brand in social & digital in January 2018 at a time when everyone was trying to live up to their new year’s resolution but really wanting some indulgent relief. 

The campaign said ‘Halo’ to the ice cream lovers of Britain, introducing them to the brand’s iconic flavours and packaging design. 

And early sales indicate that us Brits are going mad for it too.

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