Skinny On Your Terms

The Skinny Stigma - We wanted to challenge society’s unhealthy perspective of “skinny” and redefine it. Our messaging goal was to take a bold approach to break away from the brands early position as a diet/weight loss brand and showcase Skinny Cow as a healthy lifestyle brand. 

Oprah Winfrey celebrated Skinny Cow’s bold campaign and openly endorsed the SK brand that resulted in an unprecedented endorsement sponsorship with the Oprah Winfrey Show

Here’s The Skinny - We created provocative headlines that stirred controversy and built advocacy on a national level. We stimulated a movement by calling out society’s distorted view of what it means to be skinny. Skinny cow was championed on Facebook as “a brand that truly understands women.”

Result: 20% sales increase of the entire product portfolio