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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.
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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.
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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!
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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.
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