![]() ![]() This is a great example of brand-as-art, and there is nothing else quite like it in their space. Woolverton and Bouton are proud of the Halo Top look, and appropriately so. This was and is massively novel and meaningful. By using new ingredients like stevia and adding more air into the product, Halo Top created a healthier pint that one could (in theory) responsibly consume in a single sitting. ![]() Many innovation leaders myopically convince themselves that their creations are revolutions, when actually they are just low-impact evolutions… at best. Make sure your product is truly different.There are, however, a few key lessons from their explosion onto the scene: ![]() Certainly, timing and good fortune were contributors. The founders and I discussed whether there is a playbook to what I’ll call Brand Beatlization. They persevered through it all, continued to innovate, and became a sensation. ![]() Timeline: 2012.įast forward to 2016, past untold rejection, several brushes with financial death (including huge personal credit card debt and a dust-up with predatory lenders), and one brush with actual death (in the early days, Woolverton distributed the product himself out of his car, and the fumes from the dry ice created extremely dangerous air quality issues that once nearly caused him to pass out on the freeway). And they both intensively committed to the sales process, beginning with pitching Whole Foods stores in southern California. Believing he was on to something, it was back to Amazon: he bought a “how to” book about starting a food business.īouton soon joined him, adding business rigor to complement Woolverton’s product passion. It was really good, and a few of his health-conscious friends thought so too. Then, using his apartment as a test lab, he (literally) whipped up a few batches of a new kind of ice cream, with a profile inspired in part by Greek yogurt. So on a lark one night, he bought an ice cream maker for about twenty bucks on Amazon. A diet and fitness nut cursed by a love of ice cream, he wondered one day: why does this creamy goodness have to be so bad for you? “Sugar was the culprit,” he said. The campaign had a 17% purchase conversion and of those that did not buy, 47% had future purchase intent.Then it found him. The campaign successfully reached a new audience, with 59% of shoppers first becoming aware of Halo Top ice cream through Shopkick, which was more effective than traditional media in driving awareness. The video saw a 95% completion rate and drove activity further down the funnel such as in-store engagements and purchases. Shopkick users were highly engaged with Halo Top content and products throughout their entire shopping journey. Finally, Shopkick served an in-store consumer research study to all shoppers who had engaged with Halo Top products, in order to collect valuable insights for the Halo Top team. To drive purchase conversion at shelf, Shopkick rewarded shoppers for scanning the product and for uploading a verified receipt. Next, to drive traffic and in-aisle engagement with Halo Top at multiple retailers, Shopkick leveraged proximity messaging to drive to the frozen aisle and intercept with high impact messaging. Upon completion, shoppers could save the ice cream and be reminded to engage with Halo Top products at their next store visit. Shopkick first built awareness and consideration of the full portfolio of Halo Top flavors through engaging video content, where users earned a small reward for engaging with the video. Halo Top was scaling distribution and looking to build awareness and drive trial of the full portfolio of Halo Top flavors sold at national retailers. ![]()
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