Beef Jerky makes a mysterious
return to prime time snacking fun!
Jack Link's Beef Jerky took building its brand around a character very
seriously when the well-known Carmichael Lynch advertising agency recommended adopting the Sasquatch character as
part of its marketing campaign over 10 years ago. The Sasquatch appears
in many television commercials and YouTube videos.
Carmichael Lynch
created an award winning ad campaign based on taunting a Big Foot. Beef
Jerky snack lovers are adventure seekers 18 - 49 years old. They are high energy socially confident people
who enjoy snacking as much as hiking, watching sporting events, and living in
college dorm rooms together. The ads have become a hit on the Internet
with an almost cult-like following of people who post messages to Sasquatch and
make homemade Sasquatch videos.
In 2008, Jack Link's reported sales have jumped 47 percent in a snack category
that rose 12 percent overall, according to ACNielsen. Jack Link succeeds
in developing a memorable brand with a character.
With this
much success you might think Jack Links must buy millions of plush
toy Sasquatch's to promote their brand. While showering the market
with millions of plush toys works well for brands like Metlife and AFLAC, Jack
Links decided to create a collectible plush toys that is only given out to its
growing base on-line fans. Jack Links decided a limited distribution of 2,500
pcs of a 12" Sasquatch would be perfect for a thank you mailer to the fans who helped them receive more than 4 million YouTube video views. Jack
Links has lots of opportunities to expand the distribution of its
plush toy Sasquatch; however, for now they are happy creating more
memorable brand experiences with high quality, high perceived value, and
limited distribution Sasquatches for their biggest fans.
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