Despite chilly temperatures and snowy landscapes, ice cream is proving to be a year-round indulgence. Two innovative campaigns are embracing the frosty treat this January, offering creative ways to enjoy it while supporting personal resolutions and community health initiatives.
Halo Top’s Dry January “Rebrand”
Halo Top, in collaboration with Honeymoon Creative, has launched a unique campaign to support Dry January participants. The brand has reimagined its ice cream pints as alcohol-free alternatives, catering to those who turn to sweets as a substitute for alcohol during the month-long sobriety challenge.
The campaign features creatively relabeled pints designed to mimic popular cocktails. For instance, strawberry ice cream is rebranded as “pinot noir,” chocolate caramel brownie as “old fashioned,” sea salt caramel as “reposado margarita,” and cookies and cream as “creamy espresso martini.” To enhance the experience, Halo Top is offering customized kits that include two gold-rimmed bowls resembling wine, whiskey, margarita, and martini glasses, along with two gold spoons. Priced at $3.60—a nod to the brand’s calorie count per pint—the kits will be available starting January 10.
“We wanted the entire experience to feel like a celebration while still supporting resolutions,” a Halo Top representative shared with Muse. “Our goal is to make it easier for people to stay on track with their resolutions while still enjoying a treat.”
NewYork-Presbyterian’s Sweet Incentive for Blood Donors
In a separate initiative, NewYork-Presbyterian is partnering with Van Leeuwen Ice Cream to encourage blood donations this January. From January 11 to 31, donors at select locations will receive a voucher for a free pint of Van Leeuwen ice cream, redeemable at any of the brand’s New York City shops.
The campaign, created by Havas New York, features out-of-home (OOH) and email advertisements with the tagline, “Donating blood just got even sweeter.” The effort aims to attract donors during a traditionally slow period for blood donations while offering a delicious reward for their contribution.
Conclusion
These campaigns highlight the versatility of ice cream as more than just a summertime treat. Whether it’s helping Dry January participants curb cravings or incentivizing blood donations, ice cream is proving to be a sweet solution for a variety of January challenges.
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