Dancehall elephants eating skippy, mon!

Slate asks the question why is skippy selling peanut-butter bars with rapping, jamaican elephants? Good question.

One possibility?

"2) Through careful consumer research and many focus groups, Skippy has determined that dancehall rap is the total bomb with the teens right now and hopes this ad will lend the brand a hipper profile. Teens will soon be wearing J'Phant T-shirts (he's the Nutshells' lead singer, according to the press release). It will be a phenomenon! Yes yes y'all, Skippy is down! Getting irie with the peanuts, brothers and sisters! "

Or maybe not.