The Skinny Cow, a Nestle-owned ice cream brand, is doing a six-city "Perfect Cup" tour on which it will throw bra-fitting and ice cream-tasting parties. Presumably there will also be pillow fights, pajama parties, and manicures, all of which have more to do with low-fat ice cream than bra cup size.
You may ask yourself, is there a breast cancer awareness component? Does the association have something to do with breasts and new moms (you make the connection)?
The microsite and Facebook page, where the brand is encouraging consumers to vote for the tour stops, references none of the above.
However, while we sit here baffled, the initiative has already collected over 300 votes in various US cities. Also, the brand launched a "Perfect Cup" tour earlier this year, so this tour was likely born from that tour's success.
Still baffled... is this type of brand effort sustainable without a relevant tie-in, aside from female target audience?