Halo Top unveils Dry January packaging to encourage swapping booze for ice cream

Halo Top has “rebranded” of four of its ice cream flavors, with custom bowls and spoons, for Dry January to urge folks who are pausing alcohol to pick up more of an ice cream habit instead. The brand’s Strawberry, Chocolate Caramel Brownie, Sea Salt Caramel and Cookies & Cream packaging has been relabeled as Pinot Noir, Old Fashioned, Reposado Margarita and Creamy Espresso Martini, respectively—with those alcoholic drink names then crossed out and the Halo Top flavor names below. “Swap this Dry January,” say the pint tops. The packaging on the front of the pints reads, for example: “Replace your Pinot Noir with Strawberry Light Ice Cream.” The campaign is based on research that suggests people seek out sweet treats when cutting back on alcohol: 83% of Americans participating in Dry January develop a sweet tooth—and 40% crave ice cream more—when not drinking, Halo Top said. Also, since Halo Top is a light ice cream, you’ll also be less likely to pack on the pounds by switching. The brand worked with a sommelier and alcohol flavor expert to pair particular alcoholic drinks with certain Halo Top flavors. Halo Top is selling the limited-edition Halo Top Swap Kits starting Friday (Jan. 10) at HaloTopDryJanuary.com for $3.60—a nod to Halo Top pints containing 360 calories or less. “When we learned Dry January often leads to intense cravings for sweets, we knew there was a fun way we could step in and help,” said Ryan Roznowski, director of brand marketing at Halo Top. “Our light ice cream is lower in calories, lower in sugar, and is a good source of protein, so Halo Top fans can feel free to indulge—especially if they are looking for something to stand in for their glass of wine or nightcap.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Halo Top unveils Dry January packaging to encourage swapping booze for ice cream

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