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The objective was to create a 3-Dimensional display with a very small footprint to be placed on a counter and hold Slim Jim sticks. The display had to have a high level of detail, at a low price point for a potential high-volume production run. In the world of convenience marketing, the old concept of “Stack it high and watch it fly” no longer applies in today’s market, for consumers today want their shopping experience to be engaging.
Very few products are pre-determined to be purchased when entering a convenience store. Meat snacks, salty snacks, candy, beverages etc. are all high impulse purchases. Years ago, Slim Jim aligned themselves with one of the world’s most recognizable wrestling figures Randy Macho Man Savage. The objective was to bring back his likeness and message to “Snap into a Slim Jim” Even though Randy has since been deceased, his iconic “Snap into a Slim Jim” motto still resonates with the consumers.
The target consumer is 18 – 24 years old and is usually a male looking for a quick and fun snack. Slim Jim created and has for many years, lead the meat stick category and Randy’s legacy will forever live on. The Savage family played an integral role in the development of this piece, for any and all likeness of Randy had to be approved by the family. Through precise sculpting and iconic the family approved this as a true likeness of Randy.
Client: ConAgra Brands
Brand: Slim Jim
Main Channel: Snack Products
Type: Semi-Permanent Display
Main Materials: Plastic
Merchandising Type: Semi-Permanent Display
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