Growing humankind’s oldest snack beyond its category
Jack Link's dominates the jerky market, but what about the energy market?
Jordan Bryant - Strategy
Becka Hammond - Art Direction, Graphic Design
Ryan King - Copy
Kamryn Young - Strategy
Hannah Zetty - Concept, Strategy, Project Management
Unlike the superficial bursts you get from energy drinks, Jack Link’s products provide the all-day power you need to push through any challenge. But it’s hard to take a brand at the top of its game any higher. So we thought outside the plastic bag. We put Jack Link’s in a can and shelved it right next to those energy drinks to take the brand from simple jerky to high-powered super-snack.
I developed the concept, designed the experience, and created the 3D mockups. Made together with Jordan Bryant, Becka Hammond, Ryan King, Kamryn Young, and Hannah Zetty.
Jack Link's makes up almost 50% of the US meat snacks market. That’s great, but generally, jerky is relegated to road trips, hikes, and maybe a baseball game. When combined with Jack Link’s history of overtly masculine advertising, these limited occasions for engagement stifled the brand’s growth.
You know what doesn’t stifle growth? Protein. And there’s a lot of protein in jerky. Protein is also a key thing people shopping for energy drinks are looking for. And while energy drinks can provide a quick burst of get-up-and-go, they can’t do what jerky can, which is provide consistent energy over a long period of time.
That’s why we’ve repackaged Jack Link's jerky strips in familiar but unexpected 16 fl. oz. cans and placed them with the other, less powerful energy supplements. A comprehensive social media plan is focused on highlighting jerky as the perfect snack for long-term energy—something for every day adventures, not just hikes, sports, and road trips.
That doesn’t mean we’ve forgotten about travel, though. The new can’s top unscrews for easy access to your favorite Jack Link's jerky. Where previous packaging fell flat, the cans fit in cup holders and can be recycled whenever that open road takes you.