Slim Jim: Man Medicine
Venables, Bell & Partners
Business situation and campaign objectives
Teenage boys had long been Slim Jim's core consumer. In fact, by 2010 teens accounted for the majority of Slim Jim consumption (NPD). Furthermore, teenage guys had a favorable opinion of the Slim Jim brand, found it socially appealing and craved the product (Slim Jim A&U 2010). However, despite Slim Jim appeal among teenage guys, consumption dropped off once they turned 18. In 2011, Slim Jim sought to grow from a brand heavily entrenched among teenage boys (ages 12-17) to one that could also attract young adult...