HALO TOP

Ice Cream for Adults

When the pint packaging literally tells you to eat the whole 300-calorie pint, it raises the question: who actually needs it? Not kids with carefree lives, but fully grown adults with unfulfilling jobs, complicated relationships, and occasional knee pain, so our strategy was to position Halo Top as the guilt-free way to emotionally eat an entire pint. We brought that to life with "Ice Cream for Adults," and to launch it into culture, we hijacked The Bachelor, showing up in one of America's most emotionally charged moments.