More than 20,000 new food products are launched each year, creating a highly competitive marketplace in which to break through with a product and marketing strategy that will have real impact with consumers. One of the original brands that defined the popular energy nutrition bar category, Balance Bar® presented 360PR with an opportunity to reintroduce the brand to a new generation, leveraging the launch of Balance Bar® Dark in late 2012. 360PR created a campaign that tipped the balance in Balance Bar’s favor, starting with the influencers and messaging that would resonate.
We cycled into action with a high-energy launch event at New York’s hot Soul Cycle, attracting top fitness, food and lifestyle editors from Shape, Women’s Health, Redbook, InStyle and more to cycle in the dark, as Soul Cycle is known for. The on-message “dark” backdrop delivered a captive audience of influencers for Balance Bar® Dark’s launch. Editors were given
Seizing a variety of seasonal storytelling opportunities, we made Balance Bar® Dark relevant for Thanksgiving/Black Friday shopping, New Year’s Resolutions, Earth Day and Summer Travel stories, too. We also engaged influential bloggers to review and share Balance Bar® Dark benefits with their readers and
Getting the Balance Bar® Dark product into the hands of consumer food and lifestyle influencers has helped build awareness for the broader Balance Bar® line. Tastemakers like Supermarket Guru Phil Lempert (who gave the bars a high 91 out of 100 rating) and nationally recognized nutritionist/media contributor Heather Bauer have helped drive more positive buzz for Balance Bar®. With a modest budget, 360PR has helped Balance Bar® Dark earn more than 500 million media impressions in less than a year and set the stage for increased distribution.
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