THE PERFECT CUP by Ketchum Chicago for Skinny Cow

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THE PERFECT CUP

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Industry Ice cream & Cold desserts
Media Promo & PR, Case study
Market United States
Agency Ketchum Chicago
Director Patrick Nace
Designer Justin Symons
Account Supervisor Megan Brown
Released August 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: THE SKINNY COW
Product/Service: LOW-FAT ICE CREAM
Senior Vice President/Associate Director: Suzanne Maloney (Ketchum)
Vice President: Mary Seltzer (Ketchum)
Vice President: Erica Saviano (Ketchum)
Senior Media Specialist: Jennifer Parsons (Ketchum)
Associate Media Specialist: Nicole Chismar (Ketchum)
Account Supervisor: Megan Brown (Ketchum)
Senior Vice President: Betsy Quinn (Ketchum)
Vice President: Monica Simoneaux (Alcone)
Global Account Director: Shereen Daver (JWT)
Director: Patrick Nace (Smith Brothers)
Associate Communications Director: Maria Perez (Zenith)
Administrative Assistant: Trevor Sagan (Ketchum)
Designer: Justin Symons (Ketchum)
Media placement: Event - Scoopalicious.com - June 5-6, 2010 (NYC)
Media placement: Event - Fashionablypetite.com - June 12-13, 2010 (Chicago)
Media placement: Spokesperson Veronica Webb - Fashionbomb.com - June 5-6 & 12-13, 2010
Media placement: Media Alert - Essence.com, Singlegalinthecity.com - May 1, 2010
Media placement: Daily Candy.com - Dedicated Email - May 20, 2010
Media placement: Daily Candy.com - Dedicated Email - June 10, 2010
Media placement: Media/blog Outreach - Scoopalicious.com, Singlegalinthecity.com, Fashionablypetite.com, Fashionbomb.co - May/June 2010

Summary of the Campaign
Skinny Cow needed a clever approach, befitting of her sassy personality, to launch new low-fat ice cream cups, which were neither first-to-market, nor unique in flavour. The team needed a real scoop of an insight with the power to drive a compelling and relevant new brand experience for Skinny Cow’s target consumer: Women who want it all - satisfaction without sacrifice.

One remarkably clever insight into our female consumer’s private world inspired the whole team: 8 in 10 women are wearing the wrong bra cup size. Skinny Cow realized it could be the ideal maven to help every woman find her Perfect Cup - the perfect-sized ice cream cups, and the perfect-sized bra cups.

What resulted were fun bra-fitting events for women in two key sales markets -- NYC and Chicago - where women were invited to find their Perfect Cups. While some brands might have seen backlash from such a brazen program, the Perfect Cup was exactly “right sized” for Skinny Cow's challenge. Women overflowed with compliments, and cases of Skinny Cow Cups "moooved" off store freezer aisle shelves. In less than one year, Skinny Cow surpassed top competitor Weight Watchers as the “cups” share leader!

The Situation
Skinny Cow had reached a saturation point with its core dieters in 2009, but couldn’t pass Weight Watchers as the share leader. Furthermore, the "Better For You" category was flat to declining for the last three years. The brand noticed something, though - women were still watching their figures, but salad wasn’t the only thing on the menu. "Diet" wasn’t on trend anymore and Skinny Cow wanted to move with the times. Skinny Cow needed a clever approach, befitting of its sassy personality, to launch low-fat ice cream cups, which were neither first-to-market, nor unique in flavour.

The Goal
The team was charged to create a clever, relevant product launch event to drive in-market velocities, trial and repeat purchase, and to overcome Weight Watchers in share of the "Better for You" category. The new target: women interested in staying healthy to live and look better, but not necessarily through dieting. One remarkable insight into our female consumer’s private world inspired the team: 8 in 10 women are wearing the wrong bra-cup size. Skinny Cow realized it could be the ideal maven to help women find her Perfect Cup - the perfect-sized ice cream cups, and the perfect-sized bra cups.

The Strategy
The Perfect Cup campaign concept fit perfectly under the brand’s new, overarching “Clever Indulgence” positioning. It also allowed the team to take a very personal subject (finding the correct bra size) and transform it into a fun and sassy experience whereby mindful mavens could find the perfect bra cups and the perfect ice cream cups. The concept set the stage for not only putting a little “boost” in our target consumers’ day, but also for “lifting” Skinny Cow sales.
Three-pronged strategy:
1. Create a fun, original and sassy brand experience that reinforces the brand’s personality and unique identity with its target consumers while providing a memorable trial opportunity
2. Host highly engaging events that leverage key target insights to enhance consumers’ relationship with the Skinny Cow brand
3. Employ the social tools that enable Skinny Cow fans to spread the word about the uniquely rewarding brand events.

Execution
The team created fun bra-fitting events over two weekends in June in two key markets - NYC and Chicago - where women were invited to find their Perfect Cups.
We believed that identifying with such a private matter in women’s lives would enable Skinny Cow to breakthrough and connect with her target in a meaningful, memorable way.
The team knew a touchy subject like bra-size could be "risqué." We had to strike a delicate balance between the obvious and just the right amount of clever tongue-in-cheek humour. The team created glamorous, inviting fitting rooms, hired professional fitters, staged comfy lounge areas, flavour-inspired make-up consultations - and Skinny Cow Cups! Daily Candy, blogger and media relations helped set off a stampede of mavens hungry to sign up for this unusual "girls day out" and spokesperson Veronica Webb provided more than a cupful of tweetable content for fashion, food and lifestyle bloggers.

Documented Results
While some brands might have seen backlash from such a brazen program, the Perfect Cup was exactly "right sized" for Skinny Cow's challenge. Women in Chicago and NYC overflowed with compliments for their new perfect cups, and cases of Skinny Cow Cups "moooved" off store freezer aisle shelves!
- Post-events, Skinny Cow experienced a 34% sales lift in Chicago, and a 76% boost in NYC
- Skinny Cow Cups were 47% above forecast, surpassing the previous category record-holder in velocity and repeat rates within the first 5 weeks of the Perfect Cup promotion
- Skinny Cow surpassed Weight Watchers in $ share of the "Better For You" category, growing 3 points of share from 21% in 2009 to an estimated 23.9%
- Quality event mentions online - Essence.com, Single Gal In The City.com, Fashionably Petite.com
- Cups were previewed in SELF and Better Homes & Gardens, generating early buzz.