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In a recent press release, ConAgra Foods, manufacturers of Slim Jim, announced that all advertisements for the dried sausage snack food would henceforth be directed at some guy named Lance.
The new marketing strategy has already resulted in several alterations to the brand’s slogan and logo. “Snap into a Slim Jim,” for example, has been changed to “Snap into a Slim Jim, Lance.” In addition, the new Slim Jim logo now features the text “Lance’s Slim Jim,” with a sub-logo that reads, “We Made This Slim Jim For You, Lance,” all next to a picture of Lance eating a Slim Jim.
Slim Jim has also scaled down its previously wide selection of flavors to “Freakin’ Hot Jalapeño,” Lance’s favorite flavor of Slim Jim, and now the only flavor of Slim Jim available.
According to ConAgra, the company’s choice to focus their new Slim Jim marketing campaign on Lance, an unemployed 25-year-old from Baton Rouge, La., was motivated by the brand’s inability to establish a consumer base in other demographics.
“After achieving minimal success with pre-teens, men, and ultimately people in general,” commented a spokesperson from ConAgra, “we opted to focus our efforts on our last remaining demographic. Namely, the demographic of Lance.”
“He represents a consistent but still relatively untapped market for us, and we’re excited to put our energy into establishing a strong consumer base in him,” the spokesperson added. “Also, he is literally the last living purchaser of Slim Jim.”
