The Ice Cream of the Crop

Consumer Activation Target
Joiners, Socializers

Challenge
The Skinny Cow® brand personality is fun and sassy and has an enthusiastic consumer following. Looking to regain its leadership position in the better-for-you ice cream segment, the brand was looking to connect with consumers on a different level by weaving The Skinny Cow into their lives, complementing their activities and interests resulting in their engagement as brand ambassadors.

Solution
Working closely with the Alcone Consumer Lab™, Alcone identified a common thread between current and potential users...they share a passion for participatory and social activities and indexed highly against scrapbooking. The highlight of their scrapbooking pursuit is hosting and participating in “Crop Parties,” gatherings where they bring favorite snacks to share while exchanging tips, socializing, and working on their scrapbooking. The Skinny Cow became the Official Snack of Scrapbooking by linking with national and regional scrapbooking clubs, associations and bringing “The Ice Cream of the Crop” to local functions and gatherings. The brand’s sassy mascot “Skinny” led the initiative as spokes mascot and was featured in print advertising, collateral and online efforts. Samples and offers were delivered at local events through The Skinny Cow brand ambassadors.

Results
The program drove impressive share and sales increases in event markets exceeding internal forecasts and projections along with winning a PMA Reggie award! The scrapbooking platform has been expanded and extended and is now in its fourth year.