Challenge

The Skinny Cow™ is a better-for-you ice cream brand with a passionate female following and strong "word of mouth" advocacy. While the following was strong, The Skinny Cow brand needed to create a compelling program to celebrate the launch of The Skinny Cow ice cream cups in a manner that would resonate with the female target and create a "buzz". The Skinny Cow wanted to introduce ice cream cups (via trial) to consumers in a completely unexpected manner and deliver an exclusive event experience – one that consumers would want to attend and spread the word about.

Solution

The "Perfect Cup" sampling events were born from the insight that 8 out of 10 women wear the incorrect bra size. This led to the notion that women are truly in need of the perfect cup – perfectly-proportioned, indulgent, low-fat ice cream cups as well as a perfectly-fitting bra. So we created two-day, invite-only events consisting of personalized bra fittings, Skinny Cow ice cream cup samplings, and unique Perfect Cup related experiences in New York and Chicago. These events included a custom build-out of 10,000 square foot lofts – not to mention staging and logistics for fittings and flavor-filled fun for over one thousand women in an afternoon.

Results

The Skinny Cow Perfect Cup campaign was a huge hit! We connected with our target audience so well that, following each event, Skinny Cow ice cream cup sales increased double digits in Chicago and NY respectively. Wanting to keep the momentum going, the Perfect Cup campaign is continuing in 2011 with a significantly expanded campaign increasing media, PR, promotions and six consumer events.