The SKINNY COW® Brand Says Who Needs a Man Cave When You Can Have a WoCavé

   
To Press Releases listOAKLAND, Calif.,May 6, 2013

Don’t ladies deserve to have a special space to call their very own? A place where one can find sanctuary and freedom to indulge any whim or luxury, free from the outside world. A heavenly place where the men are scarce and tasty treats are abundant. The Skinny Cow brand, makers of indulgent ice cream and candy, is urging women to create and embrace their personal WoCavé! A WoCavé (wo-cah-vay) is, you guessed it, a “woman cave” or “lady lair “where the ladies can kick up their heels with their BFFs, unwrap some ice cream sandwiches or delicious candy and dive into a few gossip magazines. It’s definitely a place where eating ice cream and chocolate before noon is allowed!

A recent survey1 of 1,500 women ages 25-54 commissioned by the Skinny Cow brand, found that two- thirds of the women surveyed want a special space to treat themselves to a little luxury. Most women (77%) feel that a WoCavé is best suited for “me-time” to do whatever they please, whether it’s snuggle up with a cozy blanket or chat it up with their girlfriends -- women want and deserve that me-moment. In fact, an amazing 40% said it’s been so long since they have had a little “me-time” they forgot when it last happened. This summer, the Skinny Cow brand wants to change that and help them create a place to call their very own.

“For years, men have had their man caves. I really think women deserve to have their own spaces too!" said Melissa Michaels from The Inspired Room. “I know that women have the desire to make their own special place at home. I have a passion for creating simple and comfortable spaces, so I'm partnering with Skinny Cow ice cream and candy this summer to help women create that perfect space just for them. I cannot wait to share my thoughts about how to decorate your WoCavé this summer!”

Personalizing the WoCavé space is important! Almost half of the survey respondents noted that chocolate would be in their snack stash, and 31% would include sweet, creamy ice cream. Which explains why more than half (57%) of the women surveyed would include a candy bowl in their WoCavé and 49% would decorate theirs with a freezer to keep their indulgent ice cream on hand, since a WoCavé is incomplete without delicious Skinny Cow treats.

“As a brand that truly embodies and cherishes girlfriend time, we want women to have this designated sassy place where ladies can truly be themselves, be completely comfortable in their own skin, and totally chill --their own WoCavé,” said Rachel Jaiven, Skinny Cow Ice Cream Brand Manager. “There is definitely a need and want, so we would love to make this a reality for all women! And, of course, who doesn’t want to include decadent ice cream or chocolate?”

Instant Win Game

An Instant Win Game offers a chance to win $10,000 to help build and design a uniquely personal WoCavé2! Consumers can enter once daily during the promotional period which is May 1 through June 30, 2013. There are three easy steps to enter:

  1. SNAP – take a pic of your favorite Skinny Cow package
  2. SHARE – send it to skinnycow@pongr.com
  3. You Could WIN –a $10,000 to help build your own WoCavé. Plus, we’re giving away thousands of INSTANT prizes!!!

For more information, please visit SkinnyCow.com/WoCaveWin.

Polyvore Partnership

The Skinny Cow brand is giving consumers an intriguing opportunity to create their own virtual WoCavé for a chance to win a $7,500 gift card towards designing one for their own home! Partnering with Polyvore, an online platform that lets users discover and create everything from fashion to interior design, consumers will be able to virtually “drag and drop” items like couches, tables and artwork into their own personal Skinny Cow WoCavé. All that’s needed is a little imagination—and some Skinny Cow treats for extra inspiration.

The contest will start on May 6 and will run through July 15, 2013. Consumers can create and enter as many WoCavé designs as they’d like. One grand prize winner will snag a $7,500 gift card, a Skinny pink mini fridge, a micro-suede “ottowoman,” a hammered metal candy bowl, a memory board, a WoCavé wall decal and five full-value coupons for luscious Skinny Cow treats. Five runners up will also be selected to receive a Skinny Cow prize pack. Consumers can head over to www.Polyvore.com/SkinnyCow to get started.

Skinny’s WoCavé on Wheels

All too often, working women (more than men) tend to work through their lunch breaks and eat at their desks instead of getting out for some fresh air. The Skinny Cow brand is hitting the road this summer to remedy the situation!

The Skinny Cow WoCavé Tour will be visiting companies to inspire employees to create their own WoCavé while giving them a worth-while break in their day, provide them a chance to stretch their legs, catch up with colleagues and have some fun! Consumers in select cities will also have the chance to try new Skinny Cow treats, including Limited Edition ice cream flavors, ice cream bars and the newest candy products which will be served up in a fun lounge decked out in sassy, WoCavé décor.

Traveling from the East Coast to the West Coast over the course of the summer, Skinny’s WoCavé on Wheels will visit cities like NY, Boston, Chicago, Seattle, Portland, San Francisco, Los Angeles and San Diego.

1SKINNY COW SURVEY

The Skinny Cow WoCavé Survey was commissioned by the Skinny Cow brand and conducted using GMI field services. The survey was conducted online from March 26 – April 1, 2013 with approximately 1,500 women age 25-54 nationally.

2 NO PURCHASE NECESSARY. Prize awarded as a $10,000 check. Must be legal resident of 50 US & DC, 18 or older. Game ends 11:59pm PT 6/30/13. See the Official Rules at SkinnyCow.com/WoCaveWin for complete details including prize descriptions/restrictions, odds and free entry. Void where prohibited. Sponsored by Nestlé Dreyer’s Ice Cream Company and Nestlé USA, Inc. All trademarks are owned by Société des Produits Nestlé S.A., Vevey, Switzerland.

About The Skinny Cow Brand

So much satisfying deliciousness to choose from! The Skinny Cow brand is a decadent portfolio of low-fat frozen snacks, including ice cream sandwiches, ice cream cones, ice cream cups and ice cream bars, and NEW! satisfying and luscious Skinny Cow candy – Heavenly Crisp candy bars and Dreamy Clusters. Skinny Cow frozen snacks and candies don’t skimp on flavor and are a great tasting, “no-trade off” alternative. With the Skinny Cow brand, you really can have it all! For additional product news and information, visit www.SkinnyCow.com.

Want to connect with other fans of the Skinny Cow brand on Facebook and Twitter? Log on to www.facebook.com/TheSkinnyCowUS, or follow @TheSkinnyCow to scoop up the latest product and flavor news, tips on eating smart, luscious offers and more. Check it out!

About Nestlé USA

Named one of “The World’s Most Admired Food Companies” in Fortune magazine for sixteen consecutive years, Nestlé provides quality brands and products that bring flavor to life every day. From nutritious meals with LEAN CUISINE® to baking traditions with NESTLÉ® TOLL HOUSE®, Nestlé USA makes delicious, convenient, and nutritious food and beverage products that make good living possible. That’s what “Nestlé. Good Food, Good Life” is all about. Nestlé USA, with 2012 sales of $10 billion, is part of Nestlé S.A. in Vevey, Switzerland — the world’s largest food company with a commitment to Nutrition, Health & Wellness — with 2012 sales of $98 billion. For product news and information, visit Nestleusa.com or Facebook.com/NestleUSA.

Media Contacts:

Diane McIntyre
Skinny Cow Ice Cream
(510) 601-4338
Diane.McIntyre@us.nestle.com

Patricia Bowles
Skinny Cow Candy
(818) 549-5817
Patricia.Bowles@us.nestle.com

Robyn Fink
Taylor
(212) 714-5740
rfink@taylorstrategy.com