Hilary Vizel

SKINNYGIRL GETS REAL WITH SNAPCHAT
Art Director: Lauren Austin

Challenge
How do we take a brand that so closely promotes skinny and low calorie, and make it accessible to all millennial women, of all shapes and sizes?

What it is
A line of low-calorie wines and premade low-calorie cocktails.

Target
Educated, urban, millennial women in the Greater Toronto Area.

Insight
Millennial women are sick of the conflicting messages brands are sending them – like how they should focus on eating low-calorie, yet they’re also beautiful just the way they are.  Sometimes they just want to relax, spend the night in, and embrace whatever look they’re rocking.  Snapchat is the perfect medium for Skinnygirl to harness this feeling – it’s a raw, authentic platform where people aren’t afraid to be imperfect with their friends.  

Big Idea
“Club Couch” – the hottest place to be for the night in.

First, we begin by removing the "Skinnygirl" mascot (and her model-like figure) from the bottle and simplifying the look.

Our nightclub-style posters are placed in LCBOs and other areas frequented by our target; they're encouraged to join our promotional event by adding Skinnygirl on Snapchat to receive VIP bottle service – in the comfort of their own homes.

Take-home promotional coasters are available at bars and LCBOs that are frequented by our target.

At the LCBO, our promotional models (wearing sweats) offer samples of Skinnygirl while informing samplers of the VIP bottle service.

On the night of our promotional event, followers of the Skinnygirl Snapchat account can either request their own VIP bottle service (a sample bottle of a Skinnygirl drink mix) or follow the Skinnygirl team as they bring bottle service to everyone's personal Club Couch.

After all the samples have been delivered, our story viewers can watch Skinnygirl have a night in at Club Couch of her very own.

Our Club Couch Geofilter runs during the week of our event.