They said size didn’t matter. They lied.
So Slim Jim is bulking up and rebranding as Thick Jim: bigger, meatier, and finally confident.
THE LEAD UP
Slim Jim’s social accounts start commenting on posts about “size,” revealing an insecurity the world wasn’t aware of until now. The comments become increasingly unhinged, until...
THE HIATUS
Slim Jim makes a post on all social accounts announcing that we are taking a break from social media, but followers who have been paying attention will realize that this seems related to the brand’s previous online engagement.
THE TEASE
We won’t tell you what we’re up to during the haitus, but there will be signs.
ENTER THICK JIM
After a two-week hiatus, Slim Jim bursts back onto the scene, but something is different… they’re, thick now?
Introducing the all new Thick Jim! Triple the meat, Triple the girth, half of the size insecurity. For a limited time, all branding will be changed to feature the Thick Jim, with a confident and inspiring tone that shows that there’s a new Jim in town.
TAKING IT PUBLIC
Giant Thick Jims will be paraded through NYC, Los Angeles, and Chicago, driving online engagement as everyone tries to figure out one simple question: Why?
PETE’S MEAT
Fronting the social media campaign is none other than legend Pete Davidson, known for his substancial comedy career (and other things).
ART DIRECTION: GRACE MICHAEL & ELIZABETH PEREZ COPY: JOSEPH KIENSTRA