EMERYVILLE, CA — Clif Bar, a Mondelez International brand acquired in 2022, announced a new brand platform and integrated marketing campaign called “Raise Your Bar.” The campaign draws inspiration from people recognized for pushing past boundaries and overcoming obstacles, celebrating the journey of achieving one’s goals.
The campaign will be brought to life through motivational storytelling, engaging consumer experiences and collaborations with athletes and sports partnerships.
“This campaign is about giving people the energy that empowers them to do what they love and stay motivated to push past limitations,” said Nicolas Henault, senior marketing director, Clif Bar at Mondelez. “We are deepening our efforts to help fuel people to raise their bar while demonstrating our dedication to doing the same — bringing innovations and activations that meet our consumers’ needs and inspire them on their unique journeys.”
“Raise Your Bar” reinforces the brand’s focus on its core consumers, showcasing the moments of personal triumph through sustained effort and perseverance.
On the heels of the campaign, Clif Bar will introduce its newest bar flavor: Cookies & Creme. Formulated with organic, non-GMO rolled oats, the new Cookies & Creme bar offers 11 grams of plant protein.
“For more than 30 years, Clif Bar Energy Bar has been a trusted source of energy, intentionally crafted with quality ingredients,” Henault added. “Today, we remain strong in our commitment to serving our consumers with high-quality products that exceed expectations.”
The campaign launches Feb. 3 with a series of digital ads across Meta, Google Display, YouTube and YouTube TV, Amazon Prime and Tradedesk, designed to build awareness and excitement ahead of Clif Bar’s upcoming collaborations.
One of the collaborations — the extension of Clif Bar’s partnership with the fitness app Strava— will roll out with fresh co-branded content, event activations and challenges on the platform to encourage consumers to raise their own bar.
