Evaluate the attitude change strategy being used.

Beef Jerky. Boring. Not cool. Eaten by men. Not good for you. If this is what you think of beef jerky then think again. Dried meat snacks, including beef jerky, have seen rising sales, which started with the low-carb craze.
And while dried meat snacks are still a relatively small part of the overall snack market, at roughly 3 percent, Jack Link’s is out to capture the category and change its image. Jack Link’s leads the entire salted snack category in growth and is the market leader in beef jerky.
How are they doing this? One visit to their Web site and you see a brand working to create new products for a variety of users, an interesting and exciting brand personality, and awareness of the health benefi ts of the product. For example, their Web site has a “Who Are You?” page in which it tells consumers which of their products best fi t a variety of personalities and lifestyles.
These include:
• The Enthusiast. “Just because I’m outside doesn’t mean I eat the bark.”
• The Health Nut. “Life’s a marathon. And I’m going to at least place.”
• The Adventure Seeker. “I also enjoy extreme snacking, thank you.
• The On-the-Go Mom. “My kids move fast. I need a snack that can keep up.”
• The Armchair Quarterback. “I’m looking to be inducted into the snacking hall of fame.”
• Wildly Original. “Dare to be different. Bag the chips.
Grab Jack Link’s.”
A focal point of their campaign and Web site is “Feed Your Wild Side” and their “Messin’ with Sasquatch”
commercials, which are quirky ads targeted at the youth market. One has a group of Gen Yers swimming at the lake when they see Sasquatch. One of the group “towel snaps” Sasquatch while he is trying to get a drink and gets thrown into the lake naked.