skinny cow campaign

Approximately how much do Americans spend on diet-related products each year?

1. 50 million dollars2. 10 billion dollars3. 40 billion dollars

Approximately how much do Americans spend on diet-related products each year?

1. 50 million dollars2. 10 billion dollars3. 40 billion dollars

http://www.businessweek.com/debateroom/archives/2008/01/the_diet_indust.html

What percentage of college-aged women has NEVER tried to

control their weight through diet?

1. 24%2. 9%3. 3%

What percentage of college-aged women has NEVER tried to

control their weight through diet?

1. 24%2. 9%3. 3%

http://www.queendom.com/tests/quiz/index.htm?idRegTest=896

What percentage of survey respondents stated that they do not want to give up foods they enjoy?

1. 35%2. 59%3. 73%

What percentage of survey respondents stated that they do not want to give up foods they enjoy?

1. 35%2. 59%3. 73%

http://news.medill.northwestern.edu/Chicago/news.aspx?id=103603

Positioning Statement

To health-conscious women ages 18 to 49, Skinny Cow is the brand of low-fat ice cream that is not a

diet product, but is a lifestyle. Young and old, these women are looking to indulge, but do not

want to gain weight or hinder their active lifestyles. With Skinny Cow, women don’t miss out on the real ice cream flavor or the fun of having a

treat.

Background

• Started in New Jersey with Silhouette Brands, Inc. in 1991

• Nestle Dreyer’s bought and re-launched in 2004

• Rapidly expanded

Competitors

• Weight Watchers

• Focuses too much on losing weight, not enough on flavor

Competitors

• Breyers

• Focuses only on flavor, not on health benefits

Competitors

• So Delicious

• Focuses on Health

• Specifically for those with allergies

Past Media Mix• Magazine • Internet

SWOT Analysis

• Strengths– Word of mouth

advertising

• Opportunities– Increase in health

consciousness

• Weaknesses– Low brand awareness

• Threats– Poor economy

Creative Strategy

Our Promise:

• Skinny Cow offers more indulgent taste than its healthy

competitors, but less fat and calories than the traditional ice

cream brands

Our Slogan:

• Big Taste, Little Waist

Creative Executions

Creative Executions

Creative Executions

Media Selections

• Traditional– TV– Magazine

• Non-traditional– Internet– Event marketing– Sales promotions– Co-branding

Network and Cable Television

Magazines

Promotion: Free Work Out Classes

• Non-Traditional and incentive based Promotion

• Free work out classes with free samples of Skinny Cow

Locations

• Los Angeles, Houston, Chicago, New York, Boston

Promotion: Cobranding

• Cobranding promotion with Curves Gym

• Spreads awareness to Skinny Cows target audience

• Place Skinny Cow products in Curves Gyms

Promotion: New Flavor Contest

• Interactive and incentive promotion

• Nation-wide contest inviting consumers to create a new flavor for Skinny Cow

Promotion: Pinterest

• Innovative and cutting edge promotion

• Promote and engage

• Launch May 2013

Pinterest

Scheduling and TimingSkinny Cow 2013 Campaign

Flowchart of Traditional Advertising

Target Demo: All Women ages 18-49

Medium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Across Net TV-Daytime 50 60 30 60 60 45 40 30 GRPS: 375

$(000) 459.5 551.4 275.7 551.4 551.4 413.6 367.6 275.7 COST: 3446.3 Net TV-Prime 20 20 20 25 25 20 GRPS: 130

$(000) 310.5 310.5 310.5 388.1 388.1 310.5 COST: 2018.1 Net Cable-Daytime 50 60 50 60 60 60 60 55 GRPS: 455

$(000) 95.3 114.4 95.3 114.4 114.4 114.4 114.4 104.9 COST: 867.7 Net Cable-Prime 20 20 20 25 25 20 GRPS: 130

(000) 229.9 229.9 229.9 287.4 287.4 229.9 COST: 1494.6 Magazines-

Womens 50 60 45 60 60 50 50 40 GRPS: 415

$(000) 284.2 341.0 255.8 341.0 341.0 284.2 284.2 227.4 COST: 2358.9 National Only

Area

GRPS 150 179 164 219 219 205 200 164 GRPS: 1504 $(000) 839 1006.9 1167.3 1547.3 1547.3 1487.7 1441.7 1148.4 Cost: 10185.5 Reach 59.7 64 67.3 73.4 73.4 72.2 71.8 66.4

Avg. Freq. 2.5 2.8 2.5 3.0 3.0 2.8 2.8 2.5 Spot Only Area

GRPS GRPS: 0 $(000) Cost: 0 Reach

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

50

100

150

200

250

GRPs of Skinny Cow 2013 Shcedule

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Reach of Skinny Cow 2013 Schedule

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

0.5

1

1.5

2

2.5

3

3.5

Frequency of Skinny Cow 2013 Schedule

Budget

Televi-sion -

$7,826,700

65%

Magazine -

$2,358,900

20%

Work-out Classes - $800,000

7%

Cobrand-ing with Curves -

$500,0004%

New Flavor Contest - $400,000

3%

Pinterest account - $100,000

1%

BIG TASTE TEST