Chicago style football
The Chicago Bears wanted to grow their fanbase beyond hardcore fans to include millennials, Hispanics, and women. But given all the negativity surrounding the NFL (concussions, violence, protests, etc.) and the team’s incessant lackluster performance on the field, the climate for football in Chicago could not be worse.
So we made the decision to stop selling the Bears as a football team and began selling them as a lifestyle. Rather than focus on the players, we celebrated the feeling you get from being a part of the larger Bears community...a feeling much more powerful than any win-loss record.
No Excuses
The brand team asked us to reinforce Slim Jim as the best snack to eat for busy people. People already associate this meat stick as the best roadtrip snack of all time, so we decided to expand the definition of “on-the-go” to include just about anything. ever.