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The Skinny on Skinny Cow Essay

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Below is an essay on "The Skinny on Skinny Cow" from Anti Essays, your source for research papers, essays, and term paper examples.

Skinny Cow brand is a line of low-fat ice cream snacks that offers ice cream sandwiches, cones and bars, containing only 100 portion-controlled calories per bar (Nestle). Skinny Cow’s brand positioning statement targets health-conscious women between the ages of 18 to 49. Skinny Cow does not market their brand of low-fat ice cream as a diet product, but instead as a lifestyle. The target market includes women who are young and old, and are looking to indulge, but do not want to gain weight or deter their active lifestyles. Skinny Cow’s brand creative strategy pledges to offer more indulgent taste than its healthy competitors, but with less fat and calories than traditional ice cream brands. Their slogan is: “Big Taste, Little Waist (Skinny)” which boasts, “Indulgence is a girl’s best friend, Sinfully rich taste. Anything-but-skimpy portions. Yes, you can have it all, and seconds, too. So give yourself permission to indulge in new Skinny Cow™ chocolate candy and classic Skinny Cow™ ice cream snacks. You’ll find happiness in every bite (Skinny ).”
The Skinny Cow media mix includes, TV commercials that run on both network and cable channels such as, E!, Bravo, Cooking Channel, and ABC Family channels. Their magazine advertisements can be found in All You, Cosmo, Fitness, Glamour, LIFETIMES Magazine, Shape, Women’s Health, and Vogue. Skinny Cow uses nontraditional advertising to include: internet, event marketing, and sales promotions.   Skinny Cow has teamed up with other companies by co-branding with Curves and Athena's Cup. The Curves promotion gave participants free work out classes with free samples of Skinny Cow. Another significant event was the Perfect Cup tour, a six city event including ice cream samples, free bras and other giveaways aimed at reducing a tragic statistic: eight out of ten women are wearing the wrong bra size. This event also collected gently worn bras to donate to Athena’s Cup in an effort to raise awareness for breast cancer (Phaneuf, 2011)....

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