- Clif Bar is launching a new brand platform and integrated marketing campaign that targets runners, bikers and other athletes while highlighting new products, reminiscent of a cookies and creme energy bar, in response to a press release.
- The effort, “Raise Your Bar,” features a series of digital ads debuting Feb. 3 that show athletes embracing challenges like having fun with an outside run despite getting caught within the rain. The video content serves as an awareness-building runway for added influencer and platform partnerships.
- Among those tie-ups is an extension of a collaboration with the fitness app Strava, which is able to post co-branded content, event activations and themed challenges around “Raise Your Bar.” Clif Bar is a component of parent Mondelez International’s push to own the growing protein bar market.
Clif Bar is highlighting the rough edges and wealthy rewards of an lively lifestyle with “Raise Your Bar,” which doubles as an integrated marketing campaign and broader brand platform. The snack marketer, which was acquired by Mondelez for nearly $3 billion in 2022, operates in a protein and energy bar category that has seen a rush of new entrants attempting to capitalize on U.S. consumers’ larger appetites for activities like running clubs and weight lifting.
Ads featured in “Raise Your Bar” show athletes and outdoor enthusiasts pushing through challenges like inclement weather and fatigue to realize individual growth while spotlighting Clif Bar’s latest product innovations, including a cookies and creme energy bar that carries 11 grams of plant-based protein. The campaign media plan spans Meta, Google Display, YouTube, YouTube TV, Amazon Prime Video and The Trade Desk, along with athlete ambassadors and platform partnerships.
Linking with Strava on co-branded content, events and fitness challenges could help Clif Bar reach its target market as they’re understanding and in search of to refuel. Other brands have tapped into Strava for similar activations. Chipotle for the second 12 months in a row worked with Strava on customized running route segments timed to the new 12 months that doled out rewards to top-performing users and cities.
Thematically, “Raise Your Bar” echoes other ad campaigns that commemorate the grit required to succeed as an athlete. Nike last fall released its latest running campaign, “Winning isn’t for Everyone,” that similarly shows people pushing through miserable weather and physical exhaustion to hit their goals.
“Raise Your Bar” follows an integrated campaign Clif Bar debuted in May, “The Most Important Ingredient is You,” which starred athletes including Frances Tiafoe, Sophia Smith and Breanna Stewart. Clif Bar in 2023 appointed David New York as its creative agency of record.
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