With over 30 years of experience, PowerBar has established itself as one of the original and leading sports nutrition companies. Living the mantra, ‘for athletes by athletes’, their core focus has naturally been on sports nutrition for performance, competitions and endurance sports.
In May 2018 PowerBar broadened it’s positioning, giving the brand a fresh new look along with a broader brand personality to attract new target groups. To mark the re-launch, they refreshed their entire product packaging and launched a new brand campaign introducing their new claim; “The Taste Of Sport”.
The Challenge
As PowerBar’s premier products, the Performance & Endurance range is the company’s heritage and core essence of what the brand stands for. These are products that endurance athletes and aspiring competitors all over the world have trusted for over three decades.
PowerBar approached Brandwave to create a 360° campaign to communicate the transition from old to new packaging of their Performance & Endurance products and mark the launch of new flavours being added to the range.
To maintain brand affinity, as well as attract new brand fans, the campaign had to reassure their existing audience that although the packaging had changed, the formula, performance boost and functionality remained the same.
”A campaign that merges some of my favourite things; cycling, bikes and a touch of nostalgia. It’s been a genuine pleasure to see this one out there in-store and on Insta.
Oliver RobinsonKey Account Director
The Result
To compliment PowerBar’s “The Taste of Sport” brand campaign, Brandwave conceptualised the product campaign message of “As Never Seen Before”. A sub-message of “As Never Tasted Before” was additionally used to announce the new flavours.
To visually convey the concept, Brandwave established a creative direction using heritage cycling and endurance sports imagery.
A supporting bi-lingual campaign copy bank was written alongside the creation of digital assets and print artwork which can all be seen online and in-store across Europe now.
To ensure campaign consistency and cohesive brand communication in the future, a comprehensive new set of brand guidelines were additionally written, designed and delivered for the PowerBar team to be rolled out internationally.
”PowerBar is one of those truly iconic brands that have contributed to popular culture. Creating both the campaign and the brand guidelines was a highly collaborative process. It is testimony to both us and the client that such a strong creative campaign was rolled out.
Alastair LecomteCreative Director
