you're reading...
Advertising, brand, CPG Sales

Skinnygirl In ‘Drink Like a Lady’ Campaign

Skinnygirl Cocktails is looking to build on its considerable momentum with new brand extensions and a new campaign dubbed “Drink Like a Lady.”

The multimillion-dollar campaign, spanning television, print and digital, represents a tripling of the brand’s 2011 marketing investment, according to parent Beam Inc.

The creative, from the Walton Isaacson agency, celebrates women “making their own rules” through a tongue-in-cheek approach to modern social etiquette.

The first TV spot, for example, shows a prim woman from the 50’s stating that “a lady always wears sensible shoes,” followed by a cut to a scene of modern young women enjoying Skinnygirl at an informal gathering where “sensible shoes” translate to flip-flops.

Women “know what they want…and the art of socializing should be on their own terms,” says Skinnygirls Cocktails founder Bethenny Frankel. Both the brand and the new campaign are about “reinventing the art of cocktailing,” she adds.

The campaign also promotes the brand’s new and expanded products, including ready-to-mix Skinnygirl Vodka with Natural Flavors, Skinnygirl The Wine Collection, and new Piña Colada and White Peach Margarita flavors of its ready-to-serve cocktails. “Skinnygirl now has all of the wine, vodka and ready-to-serve options you need, without the extra calories you don’t,” says the first TV ad’s voiceover.

The TV spots will run in prime time through the summer on cable channels including Bravo, HGTV, Food Network and E!. Print and digital elements will continue throughout 2012. Magazines in the schedule include Cosmopolitan, Food Network Magazine, Marie Claire and Redbook. Paid digital ads on sites including Weight Watchers, Pandora, Glo, Meebo and Hulu will complement the brand’s social media strategy on Facebook, Twitter and YouTube.

Last year, Skinnygirl Cocktails had the fastest volume growth, in percentage terms, among all spirits brands, according to the SpiritsTAB Report from Technomic’s Adult Beverage Resource Group. The brand sold 586,000 9-liter cases, a 388.3% jump over 2010’s volume.

via MediaPost Publications Skinnygirl In ‘Drink Like a Lady’ Campaign 05/25/2012.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 41 other followers

RSS Daily Consumer Smart Brief

  • An error has occurred; the feed is probably down. Try again later.
%d bloggers like this: