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Note: Each month, The Rosy Blog highlights a different theme in our weekly posts. In May, our theme is standing out from the competition through smart differentiation. We’ll be sharing examples of brands that have gotten it right.
Better-for-you alternatives to freezer aisle dessert products are nothing new, but Halo Top’s protein-added, low calorie ice cream has still managed to stand apart from the pack. How did they scoop (sorry, not sorry) the competition? One part product/design, and two parts personality.
Halo Top did a great job of approaching their product design in a new way—their ice cream is creamier than others due to air that is whipped into it, and stevia sweetens it without adding calories. The packaging stands out in the aisle and communicates modern indulgence. It is a truly differentiated product, and beautifully designed.
But from early on, Halo Top really stood apart based on their quirky voice and personality. The packaging urged you to “stop when you hit the bottom,” and early advertising featuring the devil storming into heaven and demanding that Halo Top was encroaching on his territory (you’re supposed to feel ashamed for eating an entire pint, he insists, not happy).
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And that same quirky voice has really blossomed on social media, where each flavor has its own personality and is living its best life; Candy Bar settles in for a night of Netflix, and Peanut Butter Cup lounges on the beach. They’ve created a community for their consumers that is truly participatory and engaging, and they have fallen in love with it.Ultimately, that consumer love all comes down to the authenticity of this personality. Halo Top is not a big corporation, and they’re reveling in that freedom of expression. What else feels like the surprise and strangeness of their latest “Eat the ice cream“ ad? Almost nothing. Keep it weird, Halo Top. We love you just the way you are.
Photo by Alex Jones on Unsplash.
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