Skinny Cow needed a clever approach, befitting of her sassy personality, to launch new low-fat ice cream cups, which were neither first-to-market, nor unique in flavour. The team needed a real scoop of an insight with the power to drive a compelling and relevant new brand experience for Skinny Cow’s target consumer: Women who want it all - satisfaction without sacrifice.

One remarkably clever insight into our female consumer’s private world inspired the whole team: 8 in 10 women are wearing the wrong bra cup size. Skinny Cow realized it could be the ideal maven to help every woman find her Perfect Cup - the perfect-sized ice cream cups, and the perfect-sized bra cups. What resulted were fun bra-fitting events for women in two key sales markets -- NYC and Chicago - where women were invited to find their Perfect Cups. While some brands might have seen backlash from such a brazen program, the Perfect Cup was exactly “right sized” for Skinny Cow's challenge. Women overflowed with compliments, and cases of Skinny Cow Cups "moooved" off store freezer aisle shelves. In less than one year, Skinny Cow surpassed top competitor Weight Watchers as the “cups” share leader!

The team created fun bra-fitting events over two weekends in June in two key markets - NYC and Chicago - where women were invited to find their Perfect Cups. We believed that identifying with such a private matter in women’s lives would enable Skinny Cow to breakthrough and connect with her target in a meaningful, memorable way. The team knew a touchy subject like bra-size could be "risqué." We had to strike a delicate balance between the obvious and just the right amount of clever tongue-in-cheek humour. The team created glamorous, inviting fitting rooms, hired professional fitters, staged comfy lounge areas, flavour-inspired make-up consultations - and Skinny Cow Cups! Daily Candy, blogger and media relations helped set off a stampede of mavens hungry to sign up for this unusual "girls day out" and spokesperson Veronica Webb provided more than a cupful of tweetable content for fashion, food and lifestyle bloggers.

While some brands might have seen backlash from such a brazen program, the Perfect Cup was exactly "right sized" for Skinny Cow's challenge. Women in Chicago and NYC overflowed with compliments for their new perfect cups, and cases of Skinny Cow Cups "moooved" off store freezer aisle shelves!- Post-events, Skinny Cow experienced a 34% sales lift in Chicago, and a 76% boost in NYC - Skinny Cow Cups were 47% above forecast, surpassing the previous category record-holder in velocity and repeat rates within the first 5 weeks of the Perfect Cup promotion- Skinny Cow surpassed Weight Watchers in $ share of the "Better For You" category, growing 3 points of share from 21% in 2009 to an estimated 23.9%- Quality event mentions online - Essence.com, Single Gal In The City.com, Fashionably Petite.com- Cups were previewed in SELF and Better Homes & Gardens, generating early buzz.