Skinny Cow launches Oscar-worthy campaign

The Nestle brand, targeted at women, used a TV spot during the Academy Awards to introduce its new line of chocolate treats.
Skinny Cow2

Skinny Cow, the women’s snack brand from Nestlé Canada, walked the red carpet with the big stars at the Academy Awards Sunday as it launched a TV spot to introduce its new line of chocolate treats.

Targeting women aged 25 to 45, the “What’s the Skinny” campaign features media by ZenithOptimedia and creative by JWT. The TV spot depicts a talk show in which the host gives the studio audience “the skinny” on the new products and touts how healthy they are.

Sarah Sauder, marketing manager, Skinny Cow Confectionery, Nestlé Canada, tells MiC that the Oscars were a strong platform to launch the campaign because they focus on fashion and lifestyle in a way that matches with the brand’s “glamorous, fun and sassy” personality.

Beyond the Oscars, the media strategy for the campaign includes national TV buys on conventional and specialty channels, and a partnership with TVA’s Accès Illimité, which includes 15-second brand sells and 15-second promo spots featuring the show’s host. The campaign will also rely heavily on social media, via the brand’s Facebook page and website.

Sauder says the campaign was conceived based on the insight that women enjoy feeling like they’re in the know before everyone else.

The campaign’s TV spots will continue to run until July 7, but the brand will continue the social media discussion surrounding the new product line throughout the year.