PowerBar isn't as powerful as it once was. The company that invented the category needed to re-invent itself. We partnered with America’s favorite silver-haired, golden child, Ryan Lochte to kick off PowerBar’s CleanStart campaign. In the launch video, Lochte invited America and the Internet to get a free CleanWhey bar and make a Clean Start pledge on the campaign’s website.
The Clean Start campaign garnered over 880 million earned media impressions and TRIPLED the Clean Whey Bar sales in the first week. We have received over 120K pledges.
w/ Tom Coates, Luke Zehner, Lydia Dunay, Nick Zacher
Director: Matt Dillmore [Biscuit]
As part of the Clean Start campaign, people all over the Internet could make custom videos for friends and family where Lochte would address the recipient by name and encourage them to start anew with the help of PowerBar's new Clean Whey bar.