Clif Bar

Taking an Iconic Power Bar Social

Logo Update & Positioning Key Messaging Brand Book & Guidelines Advertising Web Microsite Packaging & Instore Displays Since Gary’s (Clif Bar founder) epiphany in 1990 and the subsequent launch of the CLIF Bar brand in 1992, CLIF Bar experienced tremendous growth while defining a new market for energy bars. The energy bar market has become confusing and cluttered. CLIF Bar needs to be flexible and take advantage of new media opportunities to attract and connect with emerging audiences. As part of the Clif Bar rebrand, the microsite opens up a new channel of interaction with independent minded fans. MyClifBar.com becomes a social hub for fans to upload and share photos and videos, vote on favorites, learn about Clif Bar products, participate in Clif blogs, get information about special Clif Bar events and win a chance to get their photo on Clif Bar packages. Tools were developed to interact with four audience groups. The ad campaign targeted active outgoing individuals of all ages—independent thinkers who want to feed their passion for the outdoors and the thrill of adventure. Materials developed included: logo update, positioning and messaging, brand book, advertising, web microsite, apparel, packaging and instore displays. This project was done as part of Guy Parker’s graduate studies (MFA) at Texas State University.