Going native at the Dew Tour.
PowerBar® Energy Blasts™ gel filled chews are designed for use by athletes during high-intensity exercise. As part of the product launch, PowerBar wanted to create awareness, trial, and—most important—sales.
Action sports is the fastest-growing segment today among athletes. With so much growth potential, PowerBar needed a campaign that repositioned the brand and resonated with this young, excitement-seeking, and media-savvy audience.
We interviewed triathletes. Hung out at the local running-shoe store. We even ran half-marathons. We crafted our observations into a consolidated portrait. Then, we focused our efforts on the perceptual gap that became apparent when we compared the attitudes of the brand’s historic user group and those of the competitive marketplace. What emerged was a key insight that inspired the creative: “We only find our strength as we defy our boundaries. And we only overcome as we declare our limits irrelevant.”
We created hundreds of concepts. We then internally reviewed a select batch with our core audience. The final five ideas were presented to Nestlé. The chosen tagline—You’re Stronger than You Think—reflected PowerBar’s true believers and spoke directly to their deepest desire: to accomplish what seems impossible to everyone else. It distinguished PowerBar from the competition. And it aligned one of Nestlé’s most vital brands within its portfolio.
Our process of aligning the brand and the parent company based on the consumer psyche paid off. When tested through Ipso ASI, our positioning tested in the top 10 percent for impact and retention when compared to hundreds of Nestlé brands that had gone through a similar process, globally.