Campaign Goals:
Introduce Clif Bar’s new Builder Bar line to athletes participating in Tough Mudder
Execution:
- Distribute samples of Clif Bar’s newest high protein nutritional bars at Tough Mudder
- Highlight additional portfolio products including Original, Mojo and Bloks
- Increase consumer awareness of health benefits a Builder Bar provides
- Prominent booth display inside the vendor village including a “strong man competition”
- Educate consumers about the entire Clif Bar line of nutritional products via trial and engagement
- Partner with other like minded brands on-site (Under Armour, Wheaties and Power Yogurt) to provide integrated consumer experience
ROI:
- An average of 20,000 sample bars per weekend were distributed on-site at Tough Mudder event sites
- Over 80% of samples distributed went to the target demographic
- Clif’s Builder’s line successfully launched and entrenched the company as a prominent player in the elite athletic nutritional products category