When LUNA launched in 1999, it was the first and only nutrition bar for women. Ten years later, its many extensions risked compromising brand integrity and new entrants created intense competition for core consumers. Clif Bar & Co. asked BBMG to update and unify the LUNA brand to support growth in new and existing channels in anticipation of the brand’s 10th anniversary.
In-depth interviews, focus groups and immersive market research confirmed that LUNA’s diverse line of snacks stands for far more than nutrition. Consequently BBMG’s strategy repositioned the brand from nutrition to a more dimensional notion of nourishment.
Driven by the brand anthem “Nourish Your Life,” BBMG developed LUNA’s first national brand image campaign to introduce the new positioning across all key media, from internal summits to trade shows, print advertising to interactive, film festivals to community events.
After expanding the brand’s visual language and refreshing its Web experience, we created national print and online advertising designed to reflect women’s stories about “what nourishment is.” And we introduced integrated promotions so women could engage with LUNA online via healthy lifestyle quizzes and sign up for product updates through targeted newsletters like Daily Candy.
Thanks to a two-day Brand Activation Summit, the campaign launched internally before appearing nationwide and being rolled out through the brand’s popular grassroots programs like Team LunaChix and LunaFest. In a matter of weeks, the campaign delivered 72 million targeted impressions—thanks to features by key media outlets including Oprah Winfrey—and our work was credited with reinvigorating the brand, engaging consumers and positioning LUNA for success well beyond its 10th anniversary.