Variety calls out Clif Bar – once more – on the debut of the New Vitality Bar

The snack brand Kind has a new range of energy bars. To encourage them, the company offers to pay people to eat the competition. Well, something like that.

Starting today, the company is offering $ 100 each to the first 1,000 people who sign up and submit photo evidence to eat an energy bar before each physical activity. The brand is hoping the money will go towards fitness bills like exercise equipment or a gym membership.

Energy bars contain more calories than snacks, which are designed for casual nibbling between meals and are best taken before or after exercise. However, according to a child-sponsored consumer survey, nearly three in four energy bar users consume the product while working at their desk or sitting on the couch at home. In other words, when they shouldn't.

"The goal of our campaign is to educate people so that they can make the best choices for themselves," said Mike Barkley, CEO of Kind. “The abuse is within the overall category, which is why we have extended the promise to all energy bars. Regardless of whether you are a clif user or a child user, the intended use remains the same. "

Kind also runs an ad calling rival Clif Bar and Company. A 30-second spot by the advertising agency Peanut Butter and Imagination has been on national television and online since mid-September. The ad shows carefree people pouring syrup from a clif bar carton while a narrator tells viewers that the kid's version contains less sugar.

The two brands have a long tradition of interacting very publicly. In March 2019, Clif Bar ran an ad in the New York Times promoting its organic ingredients, urging Kind to do the same. As in his latest ad, Kind responded with a spot showing a man pouring syrup from his Clif Bar pack while the narrator notes that the product's first ingredient, brown rice syrup, is "just another name for sugar" .

When asked if the strategy of calling Clif Bar worked out well, Barkley replied, "Since day one we have felt that the most important and friendliest thing we can do is help people to provide uncomplicated information for the selection of their snacks. "

The strategy of challenging the competition, like Bud Light, who accuses Miller Lite and Coors Light of using corn syrup during Super Bowl 2019, has potential dangers.

"In today's world, especially in the US, consumers are tired of negative energy and, above all, pointless arguments," said Coltrane Curtis, founder and managing partner of the creative agency Team Epiphany. "If a brand is to employ this strategy, it must make sure that it" reads "the threshold for continued argument in the eyes of its consumers."

Curtis noted that the success of this type of campaign depends on a company understanding its "primary consumer" and properly evaluating the type of "energy" the brand is seeking.

In the USA, the snack bar category has grown by 17% from USD 7 billion to USD 8.2 billion since 2015, according to market research firm Euromonitor International. For the past several years, Clif Bar has led the category, followed by General Mills & # 39; Nature Valley and Kind.

Last year, Kind developed its energy bar, the brand's latest innovation.

"We always wanted to go into the gym," said Barkley. "When we found that the energy bar category was filled with offerings that boost performance but usually contain higher amounts of sugar, oil blends, or powders, we knew there was an opportunity for child."

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