Skinny Cow Helps Women Find the ‘Perfect Cup’ - Event Marketer

Skinny Cow Helps Women Find the ‘Perfect Cup’

DB_Nestle_2012 Book
Brand: NESTLE
Agency: ALCONE
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2012

To build buzz and awareness around its Cups single-serve ice cream treats, Nestlé’s Skinny Cow brand rolled out an event initiative under the Perfect Cup banner.

Playing off the name of the product, Skinny Cow built a one-of-a-kind event series centered around helping women find the perfect cup of ice cream and their perfect bra cup size. Nestlé supplied the ice cream samples, of course, and struck a deal with Warnaco to provide a free fitting and a bra to every attendee. To attract its well-to-do target customers, Perfect Cup events took place in high-end custom venues in trendy neighborhoods. The six markets that hosted events were selected by popular vote on Facebook. A wrapped, 53-foot truck rolled into the winning towns with a cute cow car in tow to set up the event. Besides the ice cream tastings and bra fittings, guests enjoyed food and cocktails, raffles, seminars by Glamour magazine makeup artists, dj music and a lounge atmosphere.

About 2,000 women attended the events. Everyone received a VIP goody bag, including their free bras, upon exit. Plus, an instant win promotion gave five consumers a chance to travel to Los Angeles for the program’s finale.

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