This month, client Nestlé is introducing “Skinny Cow For Him”, a limited-time-only packaging that attracts the most common Skinny Cow thieves – men.
Until now, Skinny Cow ice cream treats have been wrapped in the brand’s signature pink packaging and marketed to women. However, the brand learned from consumer insights, that while women are the primary purchasers, men frequently steal their wives’ and girlfriends’ Skinny Cow treats from the freezer. In an effort to address this insight (and to stop the freezer looting), the brand decided to call out these “manly stealers” and give them a product all their own.
Ironically, it’s not a new product at all, but the same indulgent treat men and women both love – new Skinny Cow Chocolatey Dipped Ice Cream Sandwiches – just in rather over-the-top, “manlier” packaging.
To introduce the limited-time-only “For Him” ice cream packaging, Skinny Cow worked with 360i to create a short online video demonstrating how these “manly” men are satisfying their man cravings with Skinny Cow and built Facebook link ads to help drive awareness for the brand and new product.
The campaign content drives to SkinnyCow.com/ForHim, a microsite that reinforces the over-the-top masculine tropes featured throughout the campaign. Between May 24 and June 14, fans will have the opportunity to enter into a fire-drill giveaway for a limited number of the Skinny Cow For Him products, on a first-come, first-serve basis. Those fans lucky enough to receive their own box are encouraged to indulge and share on social, using the hashtag #SkinnyCowForHim.
Read more about the campaign in MediaPost.