• by Karlene Lukovitz  @KLmarketdaily, September 2, 2011

Actress/comedian Molly Shannon is helping Nestlé USA build awareness of its recently launched Skinny Cow Candy line via a new Facebook promotion.

The marketing theme is that Skinny Cow's candies -- available in four varieties that contain 120 or fewer calories per serving -- have "redefined" candy, making it so guilt-free that its new motto is "Yes you can!"

The new engagement device playing on that theme: The brand and Shannon are also "urging dictionary publishers" to redefine candy, and are asking fans to join this "mooovement" by submitting their own definitions of Skinny Cow Candy via the brand's Facebook page.

Shannon -- who, as a spokesperson for the candy, is emphasizing that she knows something about redefinition (having segued from "Saturday Night Live" night owl to mother of two early risers to children's book author) -- also made an appearance at It'Sugar at Universal CityWalk in Los Angeles on Sept. 1 to publicize the candy line's launch.

In addition to its stated mission of inspiring women by putting formerly off-limits foods back on the menu, Skinny Cow's knack for "getting" women is on display in its marketing for another recent launch, its ice cream cups.

One key initiative is a six-city "Perfect Cup Tour" underway this summer. Inspired by data showing that 80% of women are wearing the wrong bra size, the brand is offering bra fittings -- along with samples of its ice cream and other products -- during the tour stops. Fans got to vote on Facebook to help determine which cities were on the tour (the winners were Boston, Providence, New York, Chicago, Houston and L.A.).

Those who don't register online for a free fitting can still follow the tour on the brand's site, which is featuring photos and videos from each event. To date, the site's "cup counter" tally shows more than 18,000 women having been fitted.