SkinnyDipped

Overview

How we helped SkinnyDipped 2X media spend & launch their first TV spot

After significant growth in 2024 from new retail partnerships, SkinnyDipped wanted to scale its marketing in 2025 by increasing media investments across performance channels and test TV and CTV for the first time. They needed a strategic approach to minimize risk.

The Strategy

Using Meta and YouTube as a creative testing ground, we leveraged insights to de-risk SkinnyDipped’s TV investment. In collaboration with Red Antler on content production, Fat Earth led creative concepting for SkinnyDipped’s 30-second TV spot (with 15s and 6s cut downs), ensuring a data-driven, high-impact campaign that complemented their digital efforts.

Unique Challenges

A smaller content production budget required creative solutions to produce high-quality assets for multiple channels. Expanding Skinny Dipped's brand for a TV format was another hurdle, as it required adapting the brand’s world to a wider frame while maintaining consistency and authenticity.

What Worked Well

With Skinny Dipped, we built a diversified creative strategy that paired polished brand photography with lo-fi UGC to uncover what truly resonated with audiences. By testing different formats, hooks, and messages, we leaned into themes like “guilt-free deliciousness” and “little treat culture,” which expanded beyond the core demo and supported retail goals. We introduced “snack” and “treat” language into our taxonomy, creating a clear naming convention that mapped learnings directly to KPIs. This framework revealed high-performing formulas—such as combining snack language with product hero imagery—and gave us a repeatable path to developing ads that drive performance while building confidence to scale into new channels.