Thinking

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Thinking

Our target audience, teenage boys, was in a rebellious stage of life – always looking to push back against norms and add excitement into their “boring” lives. True to its form and formula, we positioned Slim Jim as the antithesis to the boring and expected salty snack world of chips and pretzels.
Over the course of ten years, Slim Jim grew from a $25M brand to a $250M brand. It also boasted 100% brand awareness amongst its target audience.

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National Television