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.
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.
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.
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!
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.