Skinny Cow has been a favourite ice cream brand since its Canadian launch in 2004. The brand’s personality is fun, upbeat and sassy – much like the consumers it targets – and focuses on lifestyle and enjoying all things in moderation, as opposed to depriving oneself.
When the brand extended its portfolio, Nestlé turned to APEX to help introduce its Heavenly Crisp wafer bars and Dreamy Clusters chocolates into Canada. The overall goal of the program was to build relationships with target consumer and media influencers who fit with the Skinny Cow brand, while at the same time generating awareness and driving sales for the new products.
With a multi-level strategy which encompassed an influential nine-person ambassador program featuring style/lifestyle expert Jessica Mulroney and popular blogger and Jen McNeely, founder of She Does the City website among others; brand partnerships with fitting events such as The Society’s annual gossip fest, Smut Soirée, and at the newly-opened, Toronto-based Shangri-La Hotel; and a layered media relations plan, APEX and Nestlé were able to help Canadian women “Get the Skinny” on the new Skinny Cow chocolates.
The program generated over 25 million impressions, 197 social media stories or 1.1. million in online impressions, all of which helped contribute to Skinny Cow’s multipack innovations entering the market in the Top 10 across all channels according to AC Nielsen.