Beam (Deerfield, IL)
Rogers & Cowan (Los Angeles and New York)
March 2011-July 2012
Rogers & Cowan partnered with celebrity natural food chef Bethenny Frankel to develop Skinnygirl from a ready-to-serve margarita to a multifaceted brand.Strategy
The agency focused on Skinny-girl as a guilt- and stress-free product. The margarita was positioned as a problem solver, an alcoholic beverage to indulge in without the angst of too many calories or too much expense to the consumer.
The campaign's messaging promoted the story of Frankel as the Skinnygirl herself who took on the role of entrepreneur and created a product that could empower consumers.
Avoiding the Hamptons scene, the agency launched the Skinnygirl product at the Montauk Yacht Club, an event that is now an annual party.
Keeping in mind that not all Skinnygirl consumers are Frankel fans, Rogers & Cowan tapped other celebrities including actress Gabrielle Union, and developed the Skinnygirl icon as a lifestyle mentality.
Skinnygirl also hosted a Rock the House party in New York City in May, taking the media on a tour through an actual house where each room represented an element of the Skinnygirl brand.Results
Skinnygirl accumulated more than 4 billion online impressions and was covered in Forbes, Self, and The New York Times.
Since Rogers & Cowan began its partnership, Skinnygirl Twitter followers increased exponentially, from 500 to over 48,000, and Facebook fans from 20,000 to 662,000. For the first half of 2012, Beam, owner of the Skinnygirl brand, reported net sales increased 8%.
"Our results were driven by our power brands and rising stars - Jim Beam, Maker's Mark, and Skinnygirl," said Matt Shattock, president and CEO of Beam.Future
Skinnygirl will continue to expand its product line.