Creative+Brief


 * Business Challenge:**

Although Clif Bar leads the wellness category in market share, many consumers still don’t know what type of product Clif Bar is; whether it’s only for athletes, as a meal replacement, or snack food.


 * Communication Objective:**

Because only 14% of the entire population uses the wellness bar category, research findings show that there are many consumers who fit the profile of the current Clif Bar user and we want to bring them into the category with Clif Bar. Our communication effort will also define a clearer, stronger brand image for Clif Bar to clarify current misconceptions.


 * Brand essence**

Rational: organic ingredients, wide variety of appealing flavors, healthy snack/meal alternative, convenient & portable

Emotional: feeling of health and overall well-being, connection to the giving back to the community, feeling of being more socially responsible and that your actions have a broader significance


 * Target audience**

22- to 44-year old men and women who hold college degrees and have disposable income. These people value new experiences, travel, and being active in their community.


 * Key insight**

Target audience is confused about where Clif Bar fits into their lives due to misconceptions about it being only for athletes and those who require nutrition supplement. By positioning Clif Bar as a brand that promotes overall well-being and an active lifestyle, Clif Bar can align itself with the values and lifestyle of its target audience.


 * The big idea**

Clif Bar is for people who value an active lifestyle at any level and having a broader influence on their community.


 * Motivating support points**

Nutrition content, packaging materials, organic ingredients, participation in community and environmental efforts, and support of healthy activities at any level (running, biking, skiing, etc.)


 * Current response**

Clif Bar isn’t for me: I’m not an extreme athlete; I don’t need an energy supplement; I don’t what benefits Clif Bar would bring me.


 * Desired response**

I don’t lead the most active lifestyle, but I do value being healthy and Clif Bar helps me maintain overall well-being and connects me to my broader community.


 * Executional Considerations**

All of our communication should be eco-friendly; recycled paper and ink for print, emphasis on Internet and other nontraditional communications to use the least amount of natural resources.


 * Key Word-Associations

Wellness Organic Active Community Adventure **