One marketing campaign caught my eye when I was doing my search.  This campaign is for the ice cream brand Halo Halo Top.  The value proposition for Halo Top ice cream is great-flavored ice cream that you can feel good about having.  The campaign consisted of a 39 second commercial featuring an angel and the devil.  The Devil confronts the angel about the ice cream, and the angel says, "Now you can eat a whole pint and feel great!"  In response to this, the devil says that you should feel ashamed about eating ice cream.  Then, the devil proceeds to take all of the ice cream for "analysis."  

The central idea of the commercial was to convey the idea that Halo Top ice cream is good for you, and great tasting.  The fact that they incorporated the devil and the angel put an interesting spin on it that people can connect to.  The main challenge was to convince people that it was alright to eat this ice cream, and I believe that this effectively.  One key point that I can take from this article is that humor is a great way to connect to an audience.

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