Oh, Snap! Slim Jim Brings Back Famous Old Tagline, With a Modern Twist

DDB explains new campaign

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IDEA: It’s been two decades since “Macho Man” Randy Savage bellowed at young men to “Snap into a Slim Jim.” Many in the current target market for the ConAgra meat sticks (males 18-25, mostly) weren’t even born then. Yet the line has staying power—people know it even as the brand has tried to move away from it (most recently in the “Spicy Side” ads from Venables Bell & Partners).

Now, DDB California revives the line beginning with a charmingly goofy :30 that tells the story of one bro’s epic day.



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