Slim Jim's 'Beefy Trax' Bids for Teens - Brief Article

Brandweek,  Jan 1, 2001  by Sonia Reyes

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Looking to lure young male fans of hip-hop, hard-core rock and rap, Slim Jim this week is launching an onpack instant-win "Raw Meat" promotion that offers free CDs, magazines, videos and coupons.

The effort, via The Creative Couch consultancy, Los Angeles, runs through March, offering a Slim Jim CD music sampler with 13 tracks by such up-and-coming groups as Mephisto Odyssey Snake River Conspiracy and Billboard magazine Top Ten groups Cuban Link and Fat Joe. Slim Jim, known for its wild advertising and "Eat Me" tagline, is seeking raw street credibility that resonates with teens.

Per the deal, which gets POP support, a purchase of any three Slim Jims, from single-serve sticks to pouches, directs consumers to slimjim.com where they plug in codes printed on the bottom of packages, along with their name and address to redeem the CD.

"The music is raw, bold and edgy a natural fit for the brand," said Shannon Wright, Slim Jim brand manager. An onpack booklet offers premiums from retailers including $5 coupons from Midway's San Francisco Rush 2049 video game and four free issues of Vibe, Spin and Rolling Stone magazines. The enhanced CD, when downloaded, offers a Slim Jim screensaver and a mini-video of Mephisto Odyssey's "Crash" video, a featured track in the newly released home video/DVD release of the animated feature, Batman Beyond.

Slim Jim, a division of GoodMark Foods, Raleigh, N.C., previously looked to wrestling to connect with teens, but now is tilting its message to the more universal language of music. It recently tied with MTV for a mail-in Spring Break 2001 sweepstakes dangling a trip to MTV's Spring Break location and Slim Jim T-shirts.

COPYRIGHT 2001 BPI Communications, Inc.
COPYRIGHT 2001 Gale Group