halo top birthday cake
As antagonism heats up this summer, Aura Top is out with its aboriginal added acceptable ad campaign, a alternation of agenda commercials focused on angel vs. devil comedy.
Halo Top, which sells high-protein pints alignment from 240 to 360 calories, until now relied on amusing media outreach, including Insta-worthy photos and giveaways, to addition its fan base. Now, it wants to be apparent by a broader admirers as "The Perfect Pint."
Meanwhile, Yasso, a small, growing amateur in low-calorie arctic treats, is introducing its own agenda ads and added marketing. The advance by both marketers (coincidentally anniversary with a bit of an "I scream, you scream" element), shows the angry antagonism back it comes to arctic desserts, abnormally those bodies can feel beneath accusable about indulging in.
Even Kroger is abutting the fray, with its own Simple Truth Low Cow Lite Ice Chrism absolute 240-280 calories and 24 grams of protein per pint. The aboriginal six flavors accommodate altogether cake, chocolate, auto cake, excellent amber chip, sea alkali caramel, and boilerplate bean, a calendar that has affluence of crossover with Aura Top's absolute portfolio. Auto Block is one of the actual aboriginal flavors Aura Top Founder and CEO Justin Woolverton said he came up with.
Woolverton, who declared his company's above-mentioned business action as "a little added whack-a-mole" as it approved to accumulate up with growth, said it acquainted like the appropriate time to do article "a little added accepted ... a little added organized."
Halo Top's attack comes afterwards the brand's administration broadcast into a cardinal of above retailers, including Costco Wholesale. Aura Top was afresh the additional acknowledged pint in the U.S. abaft Unilever's Ben & Jerry's, the aggregation said, citation IRI abstracts for the four weeks concluded June 21.
And in the 52 weeks concluded June 11, Aura Top's sales rose 2,484.9% to $160.9 million, according to abstracts provided by IRI. Advance at Yasso, too, is outpacing the broader ice chrism category, with sales up by a abundant abate -- but still appealing arch -- 34.8%, hitting $71.4 actor over the aforementioned period. Yasso predicts it will hit the top 10 in the arctic change desserts class by the end of 2017. Its arctic Greek yogurt confined and sandwiches accommodate 80 to 150 calories and 5 grams of protein.
"So Abounding Copycats"Halo Top accomplished out to about bristles agencies and in April best Philadelphia-based Red Tettemer O'Connell & Partners. The attack plays on Aura Top's adorable branding, which includes the packaging's gold-edge lids meant to represent a halo. In the aboriginal two spots, directed by Casey Storm of Anonymous Content, the devil tries to get the Aura Top-making angel to stop authoritative the product.
"We're at atomic aggravating to be funny, a little added light-hearted," Woolverton said of the campaign, its aboriginal agreeable above amusing media beat such as pictures of ice cream, which Woolverton attempt himself back the cast got its start. Two ads activate airing Thursday, with two added to chase in July.
Halo Top will still await on Instagram, Facebook, and added platforms. But active ads on agenda video players including YouTube may advice it allure shoppers who don't chase the brand, including those who are not as calorie conscious. Aura Top is alive with programmatic agencies to aggrandize its reach.
Woolverton beneath to allotment capacity on any new flavors or products, citation the competition. "We aloof accept so abounding copycats out there," he said. "It's flattering, but we accept companies that don't alike try to adumbrate that they're aloof absolutely a Aura Top clone."
Yasso's summer campaign, "Boom Goes the Ice Cream," was created with Fortnight Collective and includes out of home, radio, agenda and amusing components. The collective's Kat Street and Brock Johnson actualization as voiceover aptitude in agenda content.
And in August, Yasso affairs to accord chargeless confined abroad from an "I Scream" barter to bodies who scream loud enough.
The sampling accomplishment is not the alone one in the low-cal arctic ambrosia space. Earlier this month, Arctic Zero, which makes both pints and bars, began its "Freedom Tour," with sampling contest in cities including Las Vegas, Los Angeles, New York, and Seattle, additional a cast Spotify approach for the summer.
