skinny cow: girls gone glamping
Skinny Cow challenged Alcone to drive sales of candy and ice cream products by engaging the core consumer base with promotional tactics that would reinforce the brand story.
Alcone’s strategy was to activate consumers by paralleling the paradox that makes Skinny Cow unique – indulgently delicious ice cream and candy low in calories – with an equally paradoxical activity – glamping.
With a glamourous camping, or “glamping”, getaway as the lure, Skinny Cow customers entered to win a trip to The Resort at Paws Up in scenic Montana. The promotion was supported by digital, media, social, public relations and retail promotions – creating a fully-integrated activation.