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CASE STUDY: Skinny Cow - Delivering a 195% ROI

Provided by Rise Communications
New Brand Launch, Commended in Marketing Society Awards for Excellence 2007

What was the Challenge / Background of the Campaign?

To launch a low fat ice-cream into a highly competitive premium brand market. The challenge was to avoid worthy claims and focus on indulgence, going head to head with brands such as Haagen Dazs.

What was the Campaign Objective?

To launch and grow in a premium ice cream sector defined by indulgent taste where the existing low fat offer was only worth a 2% share.

What was the Solution?

Rise confronted the prejudice that low fat ice cream can't taste good via experiential sampling in relevant environments - London Fashion Weekend, Fashion retailers and at point of purchase. Plus, create a sustainable difference by animating the cow's personality through targeted media activity on TV and in Women's fashion magazines.

What were the Results?

Skinny Cow became the fastest growing premium ice cream brand (no.3). Increased shopper numbers by +53% (12 weeks YOY), the highest amongst our competitive set. A return of £1.95 for every £1.00 invested!

What were the Key Learnings of this Campaign?

Clever integrated thinking delivered a communications plan that brought the brand personality to life & offered consumers the chance to sample the product . This was crucial to overcome the prejudice that low fat ice creams do not taste as good.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details16-34 women
16 - 24
25 - 34
Female
AB
ABC1
MAGS / CONSUMER
ONLINE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALEXPERIENTIAL
RESEARCH
SAMPLING
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