Jack Link’s Beef Jerky
JACk LInk’S BEEF JErky
Bret Ocholik VP-Mktg.
Mark Catlin Brand Mgr.
Nancy Knutson Corp. Comm. Mgr.-Mktg.
Jim Nelson Exec. Creative Dir.
Brock Davis Group Creative Dir.
Heath Pochucha Sr. Writer
Andrew Dauska Acct. Dir.
Andy Gorski Acct. Leader
Andrew Campbell Brand Planner
Dan Wallace Assoc. Media Dir.
MESSIn’ WITH SASQUATCH
Despite being the market share leader, Jack Link’s had minimal
brand awareness. The brand led its small category but was a
blip in the broader snacking landscape. Slim Jim and the other
core competitors were mounting an offensive. Despite increased
competitive pressure and the noise of snackfood category, Jack
Link’s grew dollar sales by more than 20%. The key: Make the
snack part of the experience. The tagline, “Feed Your Wild Side,”
let consumers participate in the story through laugh-out-loud and
involving creative, media environments, sponsorships and sampling opportunities.
78 2008 EFFIE AWArDS
Ward Klein CEO
Joe McClanathan Pres.-CEO, Energizer Battery
David Hatfield Pres.-CEO, Schick-Wilkinson Sword
Jeff Ziminski Global CMO
Lee Clow Chrmn.-CCO, TBWA\WW
Rob Schwartz Exec. Creative Dir.,
Carisa Bianchi Pres.-TBWA\Chiat\Day LA
Jerry Gentile Group Creative Dir.,
Dick Sittig Former TBWA\Chiat\Day
Creative Dir. LA
BLICk & STAFF
Harriett Blickenstaff Pres.
The Energizer Bunny is a story of how the ultimate product demo became an unstoppable spokesperson for the brand and a cultural symbol of perseverance. In its 18-year career, the Bunny has reassuringly beat
its drum through 125 TV commercials, helped sell millions of Energizer
products, flown high over New York City as a Macy’s Thanksgiving Day
Parade balloon and been referenced in movies, Broadway plays, TV
shows, newspapers, and even by an American president. The icon, like
its promise, is unchanging. It keeps going and going and going.