The Client: CLIF Bar & Company
The Project: Sustained Energy Digital Campaign
The Agency: Bukwild
My Role: Concepting + copywriting + client collaboration
The Backstory: For nearly 30 years, CLIF Bars have fueled the world’s best athletes. But this leading brand was under attack from snack bar competitors who were hungry for a slice of the performance-athlete pie. In a thoughtful response to the barrage of diet fads and sugar shaming, CLIF chose to stay true to their athlete-first audience with a new campaign that reinforced CLIF’s proud roots as the ultimate energy bar for sport nutrition.
I worked collaboratively with our internal designers and developers and CLIF’s creative, nutrition, and legal teams to bring the campaign to life on the web and find a compelling (and compliant) way to tell the ingredient story that consumers were craving. If you’ve ever tried to co-write copy with a nutritionist and a lawyer, you know that this process was no small feat. But it made the success of the campaign even more sweet.