A tale of two ice creams, in which the story can only be told by the package. Both Arctic Zero and Halo Top are pint sized ice cream that promise the delicious taste of ice cream without the guilt. One of my friends told me of this girl who took the Halo Top challenge, where you just eat Halo Top for a week. Of course, the girl never ate Halo Top again.
So though we have two similar looking products, their messages are quite different and Carrie does a great job expressing the differences in message between the two products. Both display calories yet Arctic divvies them up, while Halo Top boldly announces its 280 per container.
Probably the best parallel for Arctic Zero are individual servings of yogurt, which also breaks down the ingredients and shows them on the package. Yogurt is never really treated as an indulgent food and this is the same feel you get from Arctic Zero. However, Halo Top’s pint looks like most ice cream companies, which focus on bold colors to emphasize indulgence.
Based on the sales, perhaps it is Halo Top’s simple, rich design that allows it to climb up the pint sized charts. Instead of saying “diet ice cream”, flipping it around to “dessert that’s good for you” is all you ever need.
Note: Arctic Zero went through a rebrand, and perhaps they took Carrie’s advice!
