PowerBar, an energy bar category leader, will begin a year-long Clean Start Pledge designed to inspire and motivate everyone to move forward from the past and better themselves in 2017.
According to a recent PowerBar survey on commitment and goal-setting, two-thirds of Americans say they’re in need of a clean start and are determined to make 2017 a productive year after 2016 didn’t play out as hoped.
PowerBar is helping to jumpstart their efforts with the brand’s new Clean Whey Bars, which offer nutrient-dense, ingredient-rich energy with 20g of high-quality protein and no artificial flavors, colors or sweeteners. As part of the Clean Start movement, PowerBar is giving away more than 500,000 Clean Whey Protein Bars to provide the energy needed for consumers to begin their Clean Start this year.
To kick off the campaign, PowerBar will feature Olympic gold medalist Ryan Lochte in the Clean Start digital advertising creative. The 60-second anthem video can be viewed on the new microsite, PowerBarCleanStart.com, and also on media in 30- and 15-second versions. In the spot, Lochte reflects on his journey and desire to wipe away the past and start clean in 2017.
The PowerBar Clean Start Pledge is the first 360-degree campaign from the brand in more than 10 years and will span multiple touch points including digital, social, public relations, sports marketing, consumer promotions and influencer outreach.
“We can all use a clean start, especially at the beginning of the new year,” said Premier Nutrition Vice President of Marketing, Doug Cornille. “We know athletes today are constantly striving to reach optimal performance, much like the PowerBar brand. As we continue to embrace our clean start, through evolved products and improved nutrition in the Clean Whey product line, we look forward to inspiring others to work hard on theirs. PowerBar is here to help provide the nutrition needed to do so.”
“This year, PowerBar is providing us all with a Clean Start,” said Lochte. “I basically lived off PowerBars during the Beijing Olympics, but as I look to the future, I’m excited about the brand’s commitment to cleaning up its ingredients with the new Clean Whey products. As I move forward in 2017, and recommit to swimming faster, I’m excited these bars will be part of my daily nutrition to provide the extra energy I need to stick to my Clean Start Pledge.”
Photo courtesy PowerBar
