SkinnyPop is misunderstood.
Here's a hypothetical brief:
Brand Background:
Founded in 2010, SkinnyPop provides pre-popped popcorn made with sunflower oil and salt
Business Problem
Despite efforts in digital branding, SkinnyPop's primary demographic is white, 50+ women. The word "skinny" relates to diet culture that resonates with older women
People ages 55-64 are 26% more likely to eat SkinnyPop
Target Audience
Young women ages 20-30 actively seeking healthier lifestyles who don't give into dieting B.S.
Cultural Insight: "Skinny" no longer means "healthy"
2005: Nutritionists encourage counting calories in order to control weight. It doesn't matter if the food at artificial chemicals - if it lowered the calories, it's diet go-to.
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2015: Nutritionists encourage being mindful about food. A healthy diet includes all-natural, unprocessed foods. The word diet has been categorized as something negative.
The Opportunity: Let's go beyond "skinny"
SkinnyPop is "skinny" because it is only made of three ingredients. It is gluten-free, non-GMO, preservative-free, artificial flavor-free, kosher, whole grain, and vegan.
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But...the word "skinny" screams artificial flavors and diet culture.
The Big Idea:
SkinnyPop values ingredients.
Ingredients are what makes up a person. Ingredients can be memories, emotions, talents, passions and so much more. SkinnyPop knows that it's what you are made of that matters. That's why they have clean and whole ingredients.
Creative Examples:
AD & Copy: Malaika Moyer
PRINT:
SOCIAL:
EXPERIENTIAL
Sponsor and have a tabletop exhibit at the New York Women’s Leadership Conference
Pass out SkinnyPop bags and nutrition label stickers. Encourage participants to write their ingredients and attach them to the bag.
