Approximately how much do  Americans spend on diet-related       products each year?1. 50 million dollars2. 10 billion dol...
Approximately how much do  Americans spend on diet-related       products each year?1. 50 million dollars2. 10 billion dol...
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...
What percentage of survey respondents stated that they do  not want to give up foods they              enjoy?1. 35%2. 59%3...
What percentage of survey respondents stated that they do  not want to give up foods they              enjoy?1. 35%2. 59%3...
Positioning StatementTo health-conscious women ages 18 to 49, SkinnyCow is the brand of low-fat ice cream that is not a   ...
Background• Started in New Jersey with Silhouette  Brands, Inc. in 1991• Nestle Dreyer’s bought and re-launched in  2004• ...
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              • Weaknesses  – Word of mouth          – Low brand awareness    advertising• Opportu...
Creative StrategyOur Promise:• Skinny Cow offers more indulgent taste than its healthy  competitors, but less fat and calo...
Creative Executions
Creative Executions
Creative Executions
Media Selections• Traditional  – TV  – Magazine• Non-traditional  – Internet  – Event marketing  – Sales promotions  – Co-...
Network and Cable Television
Magazines
Promotion: Free Work Out             Classes• Non-Traditional and  incentive based Promotion• Free work out classes with  ...
Locations• Los Angeles, Houston, Chicago, New York, Boston
Promotion: Cobranding• Cobranding promotion with  Curves Gym• Spreads awareness to  Skinny Cows target  audience• Place Sk...
Promotion: New Flavor Contest• Interactive and  incentive promotion• Nation-wide contest  inviting consumers to  create a ...
Promotion: Pinterest• Innovative and cutting  edge promotion• Promote and engage• Launch May 2013
Pinterest
Scheduling and Timing                                               Skinny Cow 2013 Campaign                              ...
GRPs of Skinny Cow 2013 Shcedule250200150100 50  0      Jan   Feb Mar Apr May Jun   Jul   Aug Sep   Oct Nov Dec
Reach of Skinny Cow 2013 Schedule80.00%70.00%60.00%50.00%40.00%30.00%20.00%10.00% 0.00%         Jan Feb Mar Apr May Jun Ju...
Budget          Cobranding      New Flavor     Pinterest          with Curves -    Contest -     account -Work-out $500,00...
BIG TASTE TEST
Skinny Cow Campaign
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Skinny Cow Campaign

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Campaign for Skinny Cow created for my Media Planning class.

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  • Skinny Cow Campaign

    1. 1. Approximately how much do Americans spend on diet-related products each year?1. 50 million dollars2. 10 billion dollars3. 40 billion dollars
    2. 2. 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
    3. 3. What percentage of college-aged women has NEVER tried to control their weight through diet?1. 24%2. 9%3. 3%
    4. 4. 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
    5. 5. What percentage of survey respondents stated that they do not want to give up foods they enjoy?1. 35%2. 59%3. 73%
    6. 6. 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
    7. 7. Positioning StatementTo health-conscious women ages 18 to 49, SkinnyCow 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 activelifestyles. With Skinny Cow, women don’t miss outon the real ice cream flavor or the fun of having a treat.
    8. 8. Background• Started in New Jersey with Silhouette Brands, Inc. in 1991• Nestle Dreyer’s bought and re-launched in 2004• Rapidly expanded
    9. 9. Competitors• Weight Watchers• Focuses too much on losing weight, not enough on flavor
    10. 10. Competitors• Breyers• Focuses only on flavor, not on health benefits
    11. 11. Competitors• So Delicious• Focuses on Health• Specifically for those with allergies
    12. 12. Past Media Mix• Magazine • Internet
    13. 13. SWOT Analysis• Strengths • Weaknesses – Word of mouth – Low brand awareness advertising• Opportunities • Threats – Increase in health – Poor economy consciousness
    14. 14. Creative StrategyOur Promise:• Skinny Cow offers more indulgent taste than its healthy competitors, but less fat and calories than the traditional ice cream brandsOur Slogan:• Big Taste, Little Waist
    15. 15. Creative Executions
    16. 16. Creative Executions
    17. 17. Creative Executions
    18. 18. Media Selections• Traditional – TV – Magazine• Non-traditional – Internet – Event marketing – Sales promotions – Co-branding
    19. 19. Network and Cable Television
    20. 20. Magazines
    21. 21. Promotion: Free Work Out Classes• Non-Traditional and incentive based Promotion• Free work out classes with free samples of Skinny Cow
    22. 22. Locations• Los Angeles, Houston, Chicago, New York, Boston
    23. 23. Promotion: Cobranding• Cobranding promotion with Curves Gym• Spreads awareness to Skinny Cows target audience• Place Skinny Cow products in Curves Gyms
    24. 24. Promotion: New Flavor Contest• Interactive and incentive promotion• Nation-wide contest inviting consumers to create a new flavor for Skinny Cow
    25. 25. Promotion: Pinterest• Innovative and cutting edge promotion• Promote and engage• Launch May 2013
    26. 26. Pinterest
    27. 27. Scheduling and Timing Skinny 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: 2018.1Net 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- 50 60 45 60 60 50 50 40 GRPS: 415 Womens $(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
    28. 28. GRPs of Skinny Cow 2013 Shcedule250200150100 50 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
    29. 29. Reach of Skinny Cow 2013 Schedule80.00%70.00%60.00%50.00%40.00%30.00%20.00%10.00% 0.00% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Frequency of Skinny Cow 2013 Schedule 3.5 3 2.5 2 1.5 1 0.5 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
    30. 30. Budget Cobranding New Flavor Pinterest with Curves - Contest - account -Work-out $500,000 $400,000 $100,000Classes - 4% 3% 1%$800,000 7% Magazine - $2,358,900 Television - 20% $7,826,700 65%
    31. 31. BIG TASTE TEST

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