brand extensions

Nestlé Expands Skinny Cow Brand Beyond Freezer Section

Posted by Sheila Shayon on July 11, 2011 11:00 AM

Skinny Cow has already expanded from ice-cream to hot chocolate, and now it's moving to the candy aisle, with two new products ‘redefining great tasting chocolate candy’ — Skinny Cow Heavenly Crisp and Skinny Cow Dreamy Clusters, 110 and 120 calories respectively, with flavor variations — in the US.

The new products, announced in May and promoted in a new campaign by JWT for the Nestlé-owned brand (below), are now arriving in stores, as the brand moooves into the highly competitive candy category.

"We purposely created an over-the-top woman’s 'dream world,' complete with all the elements — an attractive man (who can cook), new designer shoes, a romantic hot air balloon ride, serenading and even a double rainbow," Daniela Simpson, Brand Manager for Skinny Cow Candy, told brandchannel. "The whole notion is to show that our new SCC is actually dreamier than all that, and in fact, we can and do deliver on a woman’s dream to have it all."

The new campaign, which broke over the July 4th holiday weekend, marks the first time the Skinny Cow brand has been promoted with US TV commercials, although last year its ice-cream products were promoted with a "live TV commercial" in-show product placement on Ellen.

“Skinny Cow Candy is a one-of-a-kind product that is creating a new space in the aisle. It’s a brand that appeals to consumers looking for better for you options, not just diet food. Until now, there haven’t been many reasons for our consumer to go down the candy aisle since previously they would have had to sacrifice either taste, or a satisfying portion size, or calories,” Simpson told brandchannel, adding, “Skinny Cow is not positioned as a diet food.”

It was brand fans who asked for a Skinny Cow chocolate candy product, and helped craft the current campaign positioning in focus groups.

“The ad does a great job of emphasizing appetite appeal as well as letting consumers know to look for Skinny Cow Candy in the candy aisle. It also tested so well because it delivers on the sassy brand personality, and scored well for having great breakthrough while it does an excellent job of introducing a new product,” Simpson told us.

Two weeks before the national candy launch, Nestle teased the new products with a ‘Special Delivery’ mailing to its US Facebook fans, and has been promoting the launch on Twitter.

As for the cow mascot, "she exudes personality," says Simpson. "The name itself is an oxymoron – you hear it and you can’t help but just smile.  Those two words don’t go together and it is that conflict that propels that story.  Every great story has a good conflict."

Comments

Denise Lee Yohn United States says:

skinny cow has built a strong foundation of brand equity in its tasty ice cream products and fun personality -- if its candies taste as good, these extensions should be successful. -- denise lee yohn

July 16, 2011 07:13 PM #

Comments are closed

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