skinny cow campaign
DESCRIPTION
Campaign for Skinny Cow created for my Media Planning class.TRANSCRIPT
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
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