Good Humor -- known for its old-school, wholesome image -- is trying to put a little swag in its game as it updates for the digital age.
The brand, which permanently parked its iconic fleet of ice cream trucks nearly 40 years ago, is hitting the road again for a sampling tour. But fans will be asked to follow Twitter rather than chase the classic clang of ice cream truck bells to get their sweet fix.
The "Welcome to Joyhood" tour will make stops throughout the Northeast this summer as the 95-year-old brand seeks to update its mobile selling tactics for the contemporary age. Consumers can summon the truck by tweeting @GoodHumor as it makes stops in New York City, Philadelphia, Washington, D.C. and Boston. And instead of playing a classic jingle, the truck will blast pop music and rock 'n' roll.
"It resembles the nostalgic truck of the past … but it has modern nuances that bring us technologically, and also experientially, into the 21st Century," said Nick Soukas, director of ice cream at Unilever, which owns Good Humor.
Good Humor -- known for frozen novelties like ice cream bars and sandwiches -- sold its fleet of iconic white trucks in 1976 as gas prices skyrocketed. It then began focusing on selling in grocery stores. Today, the brand is still sold on ice cream trucks that are operated by independent distributors.