Newsletter 30: Say Halo to $UCCE$$💸
HEY CONVERSION QUEENS 💸👑
Ever wondered how a single detail—like a number on a package—can capture attention and convert hesitant customers into loyal fans?
Today, we’re looking at how subtle yet powerful tactics in product design and messaging can turn everyday products into top-shelf essentials.
Let’s dive into some fresh lessons to help you make your brand unforgettable and boost conversions along the way!
SIS, LET’S CATCH A CASE
THE FORMULA THAT ICE-CREAMS SUCCESS
In the world of consumer goods, particularly in the food industry, small details can make all the difference. Halo Top, now a popular low-calorie ice cream brand, once struggled to gain traction in a saturated market. Competing against established brands, Halo Top needed a way to stand out and communicate its unique value quickly. The turning point? A smart, straightforward change in packaging that would forever alter its trajectory.
Halo Top, founded by former lawyer Justin Woolverton, entered the market as a healthier, lower-calorie alternative to traditional ice cream, appealing to calorie-conscious consumers. However, with limited brand recognition and competing against big-name brands, Halo Top struggled to attract attention on crowded grocery shelves. The ice cream’s unique selling point – being low-calorie and still delicious – wasn’t immediately clear to shoppers, who often made quick decisions without closely examining labels.
The team behind Halo Top realized they needed to make their product’s appeal instantly visible. The solution was elegantly simple but impactful: they revamped the packaging, prominently displaying the calorie count of the entire pint on the front. Instead of burying this information in small print on the back, Halo Top made it the focal point, creating a visually striking and easy-to-read label.
By putting the calorie count front and center, Halo Top’s messaging became instantly clear: this was an indulgent treat that wouldn’t break the calorie bank. Shoppers could now see the ice cream’s main appeal at a glance, encouraging them to pick it up, try it, and make it part of their regular grocery list.
POSITION YOUR BRAND TO WIN
1. 💸👑 Make Your Unique Selling Point (USP) Instantly Visible: Don’t assume customers will take the time to search for what makes your product unique. Make it clear and prominent on your packaging.
2. 💸👑 Understand Your Target Audience’s Pain Points: For Halo Top, the calorie-conscious shopper was the primary audience. The packaging addressed their main concern, offering a quick solution.
3.💸👑 Use Packaging as a Marketing Tool: Packaging isn’t just a container; it’s a billboard for your brand. Think of it as a tool to communicate and capture interest at first sight.
BRANDS THAT MADE OUR SH/T LIST
A SHAME-FREE MISSION TO COLD SORES
The brand popular with Gen Z and Millenial women breaks into a new healthcare category
"UNDERCOVER CUPS", NOT UNDERCOVER COPS
Pepsi swaps out burger chain soda orders in brand's latest video stunt
EFFORT REALLY IS EVERYTHING
Knorr targets zillenials in campaign celebrating holiday cooking blunders
1. 💸👑 AMAKA is offering monthly grants to support creative entrepreneurs, providing $500 for software subscriptions and additional credits to commission creators through their platform. Eligible applicants must be brands, business owners, or creative entrepreneurs with a minimum quarterly revenue of $1,000. Recipients are required to post a gig and commission a creator within 14 days of receiving the grant. Apply here!
2. 💸👑The Outta Excuses Small Business Empowerment Grant offers $3,000 quarterly to support small business owners in growing and scaling their enterprises. Additionally, all applicants are automatically entered into a $10,000 bonus grant awarded in September 2025. Winners also receive free weekly strategic coaching sessions for 30 days. Eligible applicants must have a registered LLC or non-profit (501(c)3) and generate under $500,000 in annual revenue. A non-refundable $15 application fee is required. Apply here!
3. 💸👑 The Roddenberry Foundation's Catalyst Fund offers grants ranging from $2,500 to $15,000 to support early-stage, innovative projects addressing global challenges. Eligible applicants include individuals, teams, non-profits, and social enterprises worldwide. Applications are accepted year-round, with no specific deadlines. However, due to high application volumes, the Catalyst Fund is currently paused until 2025. Applicants who have started but not yet submitted their applications can do so through the existing portal. New applications will be accepted once the program reopens in 2025. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
