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We All Scream! Chill Ice Cream Campaigns from Halo Top and NYP

A Dry January rebrand plus free pints for NYC blood donors

by Amy Corr

January 9, 2025

1:00 pm

2 min read

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Despite low temps and snow on the ground, is there ever a wrong time for ice cream? We say no, and a pair of new campaigns back us up.

The first comes from Halo Top. The brand worked with Honeymoon Creative on a Dry January “rebrand,” where users can swap their fave drink of choice for a closely-matched pint. The decision stems from a survey that found many Dry January participants turn to sweets as a substitute for alcohol.

Halo’s strawberry label has been swapped for pinot noir; chocolate caramel brownie for old fashioned; sea salt caramel for reposado margarita; and cookies and cream for creamy espresso martini. Customized kits feature two bowls with gold rims. This glassware resembles wine, whisky, margarita and martini glasses. Two gold spoons are included. The kits go on sale Jan. 10 for $3.60 (matching the brand’s calories per pint).

“We wanted the entire experience to feel like a celebration while still supporting resolutions,” a brand rep tells Muse. “We wanted to offer a feel-good alternative for those who may struggle with cravings. Our goal is to make it easier for people to stay on track with their resolutions while still enjoying a treat.”

In other ice cream news, NewYork-Presbyterian is giving a pint—of ice cream—to NYers who donate blood between Jan. 11-31 at select locations.

Havas New York created an OOH and email campaign that declares “Donating blood just got even sweeter.” Van Leeuwen ice cream is shown. Donors will receive a a voucher for a pint of ice cream, redeemable at any of Van Leeuwen’s NYC shops.

“As part of our ongoing commitment to drive awareness of the importance of blood donations, NewYork-Presbyterian is following up on last year’s collaboration with Dominique Ansel Bakery with a new initiative with Van Leeuwen offering a sweet incentive to blood donors,” says Devika Mathrani, senior vice president and chief marketing and communications officer at NewYork-Presbyterian.