We created the “Fairy Snapmother” to deliver the Snap message. To introduce him, we took videos of guys doing crazy stunts already circulating around the web and added front and back ends revealing the Fairy Snapmother as the inspiration. These edited videos were re-circulated online and used as TV spots on targeted networks. Our targets’ familiarity with these videos in their original form helped generate greater interest in the campaign making the dollars work harder.

The Slim Jim brand has achieved tremendous momentum with both sales and brand awareness Consumers have been interacting with our content, “relocating” Fairysnapmother static clings, downloading Slim Jim content and submitting their own “snap videos” to websites like Youtube. Most importantly, sales for Fiscal Year 2006 have increased by 45%.