With the help of reviews from mainstream media outlets, the company can charm customers to try out their product. It means ‘a TYPE OF AUDIENCE.’, “The broad population to PR professionals is divided up into separate publics.”. Read next: How Sriracha became the world’s favorite hot sauce. Halo Top is something where people can eat the whole pint, or a lot more than a quarter of a cup of ice cream. In 2011, Halo Top’s founder, Justin Woolverton, was experimenting with Greek yogurt and fruit to produce a low-calorie frozen dessert that resembled ice cream. Halo Top’s growth slowed last year after becoming the nation’s top-selling pint as more competitors flooded the market. You can eat the entire pint for between 240-360 calories (depending on the flavor). Halo Top hired local staff and ad agencies, and produced an ice cream flavour called Lemon Wedding Cake: a homage to the choice of Meghan Markle and Prince Harry for their wedding cake last year. Social media is the most cost-effective way to advertise. The brand highlights that its ice cream products are low-calorie, high-protein, low-sugar and all-natural. The brand is marketed as a lower-calorie alternative, partially substituting sugar with stevia, a plant-based sweetener, and erythritol, a sugar alcohol. Such has been the case with Halo Top, a previously little-known ice-cream company of about ten employees, which managed to outsell the giants of the pint, Ben & Jerry’s and Häagen-Dazs. “WRONG PUBLIC sums up about 99 percent of the errors in PR activities and adds up to the majority reason for PR failures. Halo Top effectively created a guilt-free ice cream indulgence among young American consumers. Halo Top General Information Description. The slogans “Stop when you hit the bottom” and “No bowl, no regrets” are emblazoned on each pint.4. Scope “When you use it expertly you are a pro PR!”. Ltd (Reg. Manufacturer of ice cream intended for calorie-conscious consumers. Douglas Bouton, Halo Top’s chief operation officer. Originally founded as Eden Creamery in 2012, the company changed its name to Halo Top a year later (the name Eden was taken). The lid being a “golden halo” helped seal the concept. Lessons for the industry “In PRese (PR slang) use ‘public’ along with another word always. “The Devilish Magic of Halo Top.”. These guerrilla marketing tactics are cheap, easy to do, and good at getting new customers. A little ice-cream company went from ten employees to nearly $50 million in revenue and changed an industry in the process. Fast forward to 2017, and the product is sold out everywhere all the time. A PR never says THE public.”, “There are hundreds of different types of publics.”, “All expert PR is aimed at a specific, carefully surveyed, special audience called a ‘________ public.’. Halo Top was founded in 2011 by Justin Woolverton. Rather than traditional media, the brand uses Facebook ads to target customers demographically, psychographically, and geographically. Star Magazine once crowned her the world’s most hated celebrity. They took in $49.1 million in revenue for 2016 and experienced nearly 21,000 percent expansion over three years.1. Product reviews are a classic word-of-mouth strategy. Halo Top boasts more protein than those brands. They also typically eat ice cream from just a few scoops to a half a pint in one sitting.”5. While other companies are desperately trying to capture the millennial market Halo Top is turning its focus to engaging older customers. Halo Top’s Instagram account, which has 461,000 followers, emphasizes the packaging, ... Woolverton also credits the brand’s growth to its health-conscious and non-corporate message. Halo Top's growth didn't really tick up until 2016. Halo Top’s rise is a study in PUBLICS, but you have to start at the beginning. If you’ve heard about Halo Top, it’s most likely because of social media.
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