Slim Jim: Man Medicine

Slim Jim, ConAgra Foods' dried meat snack brand, was looking to extend its popularity in the US beyond its loyal following of teenage boys (12-17) by attracting young adult males (18-29).

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands