I selected the brand Halo Top which is a low calorie high protein ice cream that is a healthier alternative to other ice cream brands. It has a wide range of flavors to choose from that are flavored with natural sugar substitutes. Most of the pints are around a 280-360 calorie range, therefore making it popular for people who want to maintain a healthier lifestyle but still have ice cream.
Halo Tops brand value proposition is that they provide a variety of ice cream flavors that taste good but are a healthier lower calorie option. They do a good job exhibiting this idea by making the calorie count of each pint the center of the label, to further make this idea more prominent.
On TikTok halo top is pretty active and posts lots of videos. When I looked into the comments I saw people saying “I love halo top” and even listing their favorite flavors in the comment section. They also posted a video promoting their new strawberry flavor and when a user commented “I need to try” Halo Top did a good job responding to them in the comments. They referenced them to the link in their bio which allows this user to find that flavor in stores closest to them. On instagram I saw a fitness wear brand comment on one of their posts “scoops of happiness layered with fruity goodness! Count us in!”. By having fitness brands speak highly of them makes them more credible and appealing to people. When looking at online reviews. The website Healthline in an article,” A Dietitians Review of Halo Top: Nutrition, Ingredients, Best Flavors” , they make a pros and cons list. When looking at the cons they talked about how halo top could encourage overeating. Since the pint is lower in calories I can see how this could be a con. Although most comments on their socials were positive it was interesting when looking at website reviews. Still through reviews they do a good job referencing back to how their option is better and low calorie than other options at the store.
Halo Top I do feel like did something remarkable. They found a way to reinvent ice cream to make it more appealing and less caloric to people trying to live a healthier lifestyle. If you compare Ben and Jerrys to Halo Top the macros of Halo Top are about 1 ⁄ 4 of a Ben and Jerry's Pint. They also collaborate with other athletes and even have specific Halo Top brand athletes. This link lists out the individuals who are partnered with Halo Top. This creates a story for the brand and makes them more personable and relatable to their customer. On the website when you click on a person it has a bio about them and lists out their goals they have. It also gives you the opportunity to watch videos of them on the journey to complete the goal with Halo top alongside. The marketing challenges they face are competing with some other new low calorie brands, as well as peoples health perceptions (like the dietitian blog I referenced above). Another thing is that Halo Top is more pricey for an average pint of ice cream. Halo Top is around 4-6 dollars per pint where other brands are around 2-5 dollars. This can sometimes be a challenge regarding people who might not want to spend that much money on ice cream and just go with the cheaper option.
When looking at Halo Tops comments they always respond in a positive light. They even encourage the users commenting to get more involved or give them new ideas of flavors to try. There was an instance where they posted their new Birthday Cake flavor and a girl commented saying she wished they had a dairy free flavor. Halo Top responded in a good way saying they will put a word into their team and further encouraged this user to try their fruit sorbets or fruit pops.
If I was the brand manager I would think about what I would do now since their brand is already big and popular. I would really look into making dairy free versions of ice cream. Then having people do reviews on it and sending PR boxes to popular influencers who are non-dairy. To further let more people know about it and get other users excited to try. I would also put a poll in the social media that is open to suggestions from users that would go directly to the Halo Top Team. In the poll I would allow for flavor suggestions or even non-dairy options as well. This I feel would further strengthen the relationship with their customers by making them feel like they have an input.
From this assignment I learned the importance of responding to your customers in the right way. I thought Halo Top did an exceptional job in responding to people's comments in a way that was positive and encouraging. Even if the comment was negative or a suggestion they handled it appropriately. I also took away the importance of having a story with your brand and how that can make people feel more inclined to purchase your product.
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