Halo Top has splashy, festive packaging and flavors Vanilla Bean, Birthday Cake, Lemon Cake, Chocolate Mocha Chip, Red Velvet, S’mores, Chocolate Almond Crunch, Pancakes & Waffles, and many others. While Woolverton does have the GQ reporter to thank, he doesn’t recommend the all-ice-cream binge diet. Their pints landed in every major grocery chain in the US, more than 19,000 stores, sold 50 million pints at last report, and beat out the leading brands. Whether the article was part of a specifically targeted PR and marketing strategy we may never know, but Halo Top’s popularity skyrocketed. The stats: 10 days, 50 pints of ice cream, lost nearly 10 pounds, added half an inch of muscle to his chest, and slimmed his waist by 1.5 inches. “That’s pretty much a supermodel diet, but with enough protein to support my 3-times-a-week weight-training regimen,” he wrote. There was math behind his extended brain freeze: By consuming nothing but five pints of Halo Top daily, he’d get 120 grams of protein, along with 80 grams of carbohydrates and 60 grams of fat-at only 1,200 calories. With a habit of using himself as a human guinea pig, the same reporter had previously lived off a drink called Soylent in order to “fact-check its founder’s health claims,” had eaten at 11 pizza places in one day to locate the best pizza in New York, and other stunts in the name of “research.” 3 In 2016 a reporter from GQ magazine decided to eat nothing but five pints of Halo Top every day for ten days. The mix seemed right then something unusual happened. Its density is far less, which can be a plus for those seeking a lighter “pint of ice cream” experience. Halo Top boasts more protein than those brands. A typical pint of Ben & Jerry’s or Häagen-Dazs can contain about 1,000 calories. A pint of Halo Top has between 240 and 360 calories, a fact written in big, bold letters on the front of their packaging. The company opted for a bold marketing angle. The low-calorie ice cream was first sold in hip spots like L.A.’s Canyon Country Store and enjoyed modest success. The lid being a “golden halo” helped seal the concept. Halo Top was chosen in keeping with a heavenly or angelic theme. Originally founded as Eden Creamery in 2012, the company changed its name to Halo Top a year later (the name Eden was taken). He opted for the plant-based, non-caloric sweetener stevia, extracted from the Stevia rebaudiana plant of Brazil and Paraguay. “If I came out with a frozen Greek yogurt, any of the yogurt guys would stomp me immediately,” he says. He dropped the Greek yogurt from the mix. It took Woolverton about a year to perfect the recipe. “It wasn’t until later, when I got an actual $20 ice cream maker, that I was like, ‘Oh, wow, there’s something here.” 2 “It was just something that I was making in my kitchen because I didn’t like sugar,” says Woolverton. 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 rise is a study in PUBLICS, but you have to start at the beginning. “When you use it expertly you are a pro PR!” “When you know that you can grasp the subject of PR. “All expert PR is aimed at a specific, carefully surveyed, special audience called a ‘_ public.’ “There are hundreds of different types of publics.” There is no single word form for ‘public’ in PR. “In PRese (PR slang) use ‘public’ along with another word always. “WRONG PUBLIC sums up about 99 percent of the errors in PR activities and adds up to the majority reason for PR failures. “The broad population to PR professionals is divided up into separate publics.” “‘PUBLIC’ is a professional term to PR people. “One hears ‘ the public,’ a star says ‘ my public.’ You look in the dictionary and you find ‘public’ means an organized or general body of people.” They took in $49.1 million in revenue for 2016 and experienced nearly 21,000 percent expansion over three years. Halo Top Creamery, formed in 2012 in Los Angeles, reached #5 on the Inc. 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 It’s also bursting with stellar examples of a well-phrased message delivered to the right group at the exact right moment, with the result of pure gold. The history of public relations (PR) and marketing is strewn with monumental errors and clumsily worded slogans. Fundamental to their growth: understanding their core “public.” A little ice-cream company went from ten employees to nearly $50 million in revenue and changed an industry in the process.
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