Entering 2005, Slim Jim was continuing to lose relevance among teen snackers and losing share in an increasingly competitive category. That is until the Fairy Snapmother arrived urging want-to-be daredevils with his motivational meat wand to “snap” and go for it. This was accomplished through tv commercials that incorporated real home videos, TV show integrations, magazine inserts, and wild postings that pointed skaters and BMXers to the perfect spot to do a trick. After only five months of being in market, sales of the Giant Slim Jim stick increased by 40.23%.

Based on the observation that meat eating satisfies a primal urge and is therefore a more manly choice than other snack options, Slim Jim gave new meaning to an old tag line to give older guys more reason to buy. Slim Jim’s tagline, “Snap into a Slim Jim,” was based originally on a characteristic of the product. We Defined “snap” in a way that has more relevance to a young man and in a way that ties into the emotion of meat-eating. We executed this by re-launching slimjim.com, TV spots, print insertions, SJ gear distribution, and local market FSM cling postings