LUNA Bar Advertising Plan

7/30/2019 LUNA Bar Advertising Plan

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table o contents1 Summary and Overview

2 Agency Brand Strategy

3 History o LUNA

4 Environmental Analysis5 Competitor Analysis

6 SWOT Analysis

7 Objectives and Budget

8 Research

9 Brand Value Proposition

10 Target Market11 Campaign Strategy

12 Big Idea

13 Creative Overview

14 Creative Executions

18 Creative Testing

19 Media Objectives

20 Media Choices

25 Media Schedule

26 Media Budget

27 Brand Activation

32 Evaluation

33 Creative Brie

34 Meet Our Team

executive summary

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LUNA is a natural and organic womens energy bar. Our mission was toincrease LUNAs awareness and comprehension of the Core 4 nutrients. . Many

women believe that energy bars are created for athletes and dieters - Dusk Mediawants to change that. We want to position LUNA as a bar for any woman who needs

a delicious, yet natural boost of energy. We know that women are busy and taking

on more than ever before, which is why we want to acknowledge women for theiramazing feats and abilities. Our campaign will emphasize women as strong and

committed through any activity and remind them that LUNA is a source of energythat is also good for them through the Core Four - four essential nutrients that

women need but often lack.

overviewOur campaign is geared towards our target market of 18-34, with a secondary audi-

ence of 45-54. The tagline Like A Woman will be used throughout the

campaign to emphasize LUNA as a nutritious source of energy for females. We willreach our target market through commercial, print, transit, and online

advertisements. This campaign hopes to achieve an increase in awareness by 85%and 75% increase in comprehension of LUNA and the Core 4 nutrients.


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historical analysisClif Bar & Company founders, Gary Erickson and Kit Crawford, created LUNA in 1999 with a

mission to design the first bar specifically for women. This bar would emphasize nutrition

without skimping on taste, using the very best ingredients to energize women through their activelives. LUNA bars are now the bestselling womens energy bars in the United States with over 20flavors, made with natural and organic ingredients. LUNA encourages healthy and active womenthrough its mission of quality, community, sustainability, and a balanced workplace.

LUNA has proven its commitment to community by donating 1% of all product revenuetowards organizations that benefit environmental, social and cultural needs. In 2000, LUNApartnered with The Breast Cancer Fund to raise awareness and advocacy for breast cancerprevention. Through organizing community-based programs, including LUNAFEST, a film festival

for films created by women, Team LUNA Chix, a womens professional mountain biking team, andLUNA Moms Fund, LUNA has provided crucial fundraising and support for the organization. In2007, LUNA and The Breast Cancer Fund collaborated to create Pure Prevention, an onlineresource to take simple steps towards reducing risk of breast cancer. LUNA and Clif Bar & Companyhave raised over 3.5 million dollars towards The Breast Cancer Fund since their partnership.

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environmental analysiscompetitive orces

sociocultural orces

legal and regulatory orces

environmental orces

economic orces

In recent years, more bars have been created solely for women, though the main source of competition lie in bars marketedto women, but not specifically made for women. Many bars boast the same benefits of energy alongside nutrition. An

increase in the trend for natural, organic foods has also decreased differentiation between bars, increasing brand competi-tion.

With an increased emphasis on female individuality and strength, the idea of a bar created for women resonates well with thefemale population. Moreover, society has encouraged healthy and active lifestyles people want to put the best in their bodiesand natural and organic is often considered the best. Also, with the rise of large companies, society takes a liking to andeventually a loyalty to companies who exhibit good corporate social responsibility. LUNA has committed to being a goodcorporate citizen, with 1% of all revenue going back to the community to various organizations. As a partner and sponsor of TheBreast Cancer Fund, LUNA is committed towards exposing the environmental causes of breast cancer and stopping the disease

at its core.

Being sustainable is a very large factor many people consider when buying wrapped products. LUNA bar wrappers areupcyclable, that is, they are able to be reused and made into new materials. LUNA is also currently working with their sup-pliers to find new materials that will protect their food while also being more environmentally friendly;however, they havent found anything yet that is up to their standards, but theyre trying!

Energy bars are generally expensive, therefore shoppers looking to buy an energy bar are aware of the costs.In comparison to other brands LUNA bar is a little more expensive, however; LUNA is different from some otherenergy bars, its 70% organic. In the market of organic energy bars it is actually one of the lowest priced, givingit a competitive advantage. Its more expensive than a regular energy bar, but youre getting something mostlyorganic for cheaper than the average organic energy bar.

An increased attention to organic and natural foods means consumers are more aware of organiccertifications. LUNA labels its bar as certified organic by Quality Assurance International which

must first be accredited by the United States Drug Food Administration, EuropeanRecognition Programme, Canadian Organic Regime, Ecocert of Japan, and followstrict qualifications in order to be given this certification. 4


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competitor analysisSTRENGTHS- Made of unsweetened fruit, nuts, and spices

- Simple each flavor contains no more than nine ingredients- Good Brand Image- Good Product VarietyWEAKNESSES- Higher Calorie content than bars made for women- Mtore expensive than most energy bars

STRENGTHS- High brand Awareness

- Available at many retailers/Easily accessible- Appeals to those leading healthy/natural lifestyles

- Owned by well established Company, KelloggWEAKNESSES

- Not tailored to women-Not organic

-Low awarness (overshadowed by other Nature Valley products)

STRENGTH-95% organic, gluten-free, non-GMO-Makes more products that are different and innovative; with unique flavors-High social responsibility

WEAKNESSES- Low awareness- More expensive than most energy bars

STRENGTHS- High brand Awareness

- Available at many retailers/Easily accessible- Appeals to those leading healthy/natural lifestyles

- Owned by Parent Company, KelloggWEAKNESSES

- High prices- Does not appeal to younger demographic

-GoLean implies dieting, weight-loss/management5


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SWOT analysis

strengths weaknesses

opportunities threats

- First bar made for Women- Best selling Womens energy bar- Created by Clif Bar & Company,

which already had about a decade ofexperience in the energy bar market- Partnership with The Breast Cancer Fund- Good variety of products- Produced with 70% Organic and All Natu-

ral Ingredients- Positive Brand Image- Less expensive than other Organic bars

- Little advertising with no recent recogniz-able campaign- Low awareness- Not 100% organic- Not all bars are gluten-free or vegan- More expensive than non-organic bars- Specifically Targeting Women

Societys increased emphasis on womenand feminism- Commitment to charity with 1% of reve-nue going towards various organizations- Increased interest towards environmental

issues- Market is broadening

- Increase in competition of bars made ormarketed to women- Increase of generic bars (Women do notcare if it is made for them or not)- Many think LUNA bars are designed onlyfor those who are active and athletic

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objectives & budget

By the end of our yearlong campaign, 85% of Dusk Medias target market for this campaign, will be aware of LUNA and75% will be able to reiterate the advertising message and understand LUNAs nutritional benefits. The effective reach for

this campaign is 80 with an effective frequency of 4 Dusk Media will reach 80% of our target market and each one of theseconsumers will see these advertisements at least four times. The overall sales will increase by 8% .

time rame

budget summary

Television - $4,470,000

Transit Ads - $4,934,519.46Internet Ads - $1,065,000Print Ads - $2,200,253Google Suggested Search - $146,000Production Costs - $1,184,227.54

Dusk Medias LUNA campaign will run for a year from October 2013, National Breast Cancer Awareness Month, totSeptember 2014. Since LUNA bar is a product made for women, Dusk Media would like to start during a month which

makes sense for women, and breast cancer awareness is relevant to women as well as a great cause.

Dusk Media was given a budget of $14,000,000, whichwill be implemented strategically in order to create aneffective campaign.

marketing and advertising

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research

Dusk Media created an extensive survey with Qualtrics to find out more about what women want out of energybars - why they do or do not consume energy bars, and who these women are demographically - to get a betterunderstanding of who our target is.

- Determine what women want out of an energy bar, and why they want them.

- Find out what women in our target market know about LUNA bar.- Determine what media channels and vehicles our target market frequent.

We began researching for LUNA using MRI+ database to determine DuskMedias target market - which is women ages 18 to 34, with a secondarymarket of women ages 45 to 54.Online sources such as blogs, social media sites,and product reviews gave us more insight onhow our target market feels about LUNA barsas well as revealing our targetmarkets interests.

research objectives

primary research

We created a personal interview in order to further understand our target markets on a personal level, along withreaching women who are in the older range of our target market who are not students. We interviewed three differentwomen in each of our targets, even our secondary.

College students were observed by an employee of a convenience store on a college campus. LUNA purchases along withthe gender and appearance of the customers were recorded. The employee also looked out for similar information of thosebuying competitors products.

1.2.

3.secondary research:

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brand value proposition

unctional benetsLUNA is an organic, all natural energy bar created specifically for women that offers energy through high portions ofprotein to power their actitve lifestyles while providing nutrients they often lack and need. LUNA puts an emphasis on

creating bars that are nutritious, without sacrificing taste. The bar comes in over twenty different flavors, with differentvarieties, LUNA bar, LUNA protein, and LUNA fiber, for those who want something different in their energy bars. Men toocan partake in LUNA, though the bar is not made specifically for their needs; It offers a lower calorie energy bar compared

to those made for men, while providing the energy boost they desire.

emotional benetsThose who partake in LUNA are given a dose of energy providing them the strength and fulfillment that gives them the

ability to work through their busy and active lives. Women can know that they are being taken care of by LUNA, whoformulate the bar to specifically match the nutrients that are essential in a female diet but are often found to be lacking in

women called the Core Four; Folic Acid, Calcium, Vitamin C, and Iron.

Women who eat LUNA bars are strong, creative, and committed. They need LUNA to power through their endeavors,whether at the gym, the office, or the classroom. Because LUNA is created from organic and natural ingredients, LUNA

women are healthy and care for their own nutrition they want to put the best in their bodies, because after all, their bodiesare what move them to do what only women like them can. They also love supporting the community, with 1% of all

revenue donated to causes such as The Breast Cancer Fund - and the delicious and satisfying taste of LUNA in over twentydifferent flavors doesnt hurt either.

sel expressive benets

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target marketstarget marketsprimary target market

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Our primary target is women from 18-34.


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campaign strategythe challenge

the key insight

the solution

Many women believe that energy bars are just for athletes and dieters, Dusk Medias challenge is to show our targetaudience that LUNA bars are for more than just working-out and watching your weight. LUNA bars are for any womanwho needs a natural boost of energy, made specifically for them, to get through their day.

Through our research Dusk Media found that women are looking for a healthy source of energy for a variety of differentreasons, but mostly just to get through their long busy days. Our focus is healthy energy for the everyday woman.

Dusk Media will promote LUNA as the natural choice for energy made specifically for women. We want to show women thatenergy bars can be a healthy and effective way to help them through any day.

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creative strategycreative strategy

art direction

ad copy

Its traditionally not a compliment to be told you hit like a girl, you throw like a girl, you run like a girl. It means we run

slower, we throw softer, we hit weaker we are weaker.

Its time to change what exactly it means to be like a girl. As women, we have the ability to overcome and fight more thanever before; we are strong, creative, and committed. We are not ashamed to run like women, to fight like women, to hit like

women we are proud to be women.

Through this campaign, LUNA will encourage women to be confident to use the strength they encompass to accomplish themany incredible things they know they can like women. LUNA helps along the way by offering delicious bars that include

the Core Four, four essential nutrients specifically for women. Each nutrient is beneficial in a different way, which will beshowcased individually in each advertisement.

The ad executions will display the Core Four seal, just like on the packaging. Through the entirety of the advertisement, only thesubject, the bar, and the text will be in color, bringing drawing focus to each - everything else will be in black and white. Floral

ornaments will also be on the sides of the ads, bringing commitment to the LUNA packaging.

The copy for each ad consists of two lines. The first begins with I, followed by an action and ends with like a woman.The sentence continues elsewhere on the page and offers a contradictory response to the like a woman statement.

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print ads

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This special ad will run in October,during Breast Cancer AwarenessMonth, March, for WomensHistory Month, andMothers Day in May.

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video

running like a girlLength: 30 SecondsTrack: On Top of the World - Imagine DragonsVoiceover:

Remember when people told you, you drive like a girl, you think like a girl, or you run like agirl? It means you drive slower, think slower, run slower.

Its time to change what it means to be like a girl. As a woman who never stops going, I need to

take care of me, which is why LUNA bars include four essential nutrients just for women. LUNAbars keep me strong and confident, so when I hear you run like a girl, I say I do lets see if youcan keep up (chorus) LUNA bars, because Im proud to be like a woman. 16

Like aWOMAN


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online

transit

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Before we finalized any of our creative executions for our campaign, we shared ourprint ads, commercial storyboard and rough cut, transit ad and internet ad with women inour target market. Many women, before commenting on anything else, were able to identifywith the breast cancer ad and loved the copywriting for it. Many women also enjoyed thefact that these women are being shown doing things that they do everyday as well. Theywere able to connect the main copy with the blurb at the bottom about the different nutri-ents, and it intrigued them to know more about the nutrients their bodies need. There were

a few comments about the original typeface we used for the copy, saying that it was hard toread so we changed that to a typeface that is more legible.

results o creative testing

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media objectivesreach the target market

Our target market is women ages 18 to 34 years old, with a secondary audience of women ages 45 to 54 years old.We will reach these always busy working and studying women using a variety of media including, television

commercials, magazine advertisements, transit advertisements in subway and busses, and online advertisements.

geographic scopeOur scope for this campaign with be a mix of regional and national. All print and online advertisements and television commercials willbe distributed through national media, although still tailored to our specific market. Subway and bus boards, however, will be regionally

placed in the West and Northeast where the majority of our target resides.

media strategiesDusk Medias effective reach for the LUNA campaign is 80, with an effective frequency of 4. In order to achieve these

numbers Dusk Media choose to use a pulsing strategy for our commercials, print advertisements and transit advertisements.For our commercials, we will play them on specific networks during specific show times. Our transit advertisements will be

placed in subways and busses during popular tourist months for each specific city in order to reach as many people aspossible. The print advertisements will be featured in specific magazines when it is relevant. For example, we will utilizeTennis magazine during the months of Wimbledon and the U.S. Open. We will use a continuous strategy for our Internet

advertisements, and the google suggested search. We will use a bursting strategy for our special Breast Cancerpartnership-based print advertisement, for when it is appropriate, i.e. Breast Cancer Awareness Month in October, Womens

History Month in March, and Mothers Day in May.Effective Reach: 80Effective Frequency: 4 MEDIA DIMENSIONS

Television Commercials: (2) 30-second spots

Print Advertisements: (3) Full Page Print Ads - 8.5 x11Online Advertisements: (1) Banner - 468x60 pixelsTransit Advertisements: (1) Car Card (Subway/Bus) 16 x 3919

message weightSince Dawn Medias target market are women who are constantly on the go, prime time to late night television is a big part

of their nightly downtime therefore, television commercials will receive an extra focus in our campaign. Especially since thecommercials will include all of our different personalities found individually in our other media choices. Transit advertisements

will also receive and extra focus many of these women are traveling to work and will be able to see subway or bus boardadvertisements every time they travel to work. Transit advertised will have increase message weight in the West and

Northeast since these advertising will only be distributed in cities in these regions due to their high populations.

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magazines

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televisionThe Real Housewives of New Jersey

Bravo on Sundays at 8pm EST

Bravo is one of the most popular networks within Dusk Medias target audience. From 18 to 54, though mostly in the 25-54 range,females are actively watching Bravo. The Real Housewives franchise is Bravos most known program and The Real Housewivesof New Jersey is the highest-rated series. Dusk Media will capture a lot of our audience with this show, especially the 25-54 year-

olds due to its earlier time and the shows location in the Northeast like most of our audience.

Nadia Gs Bitchin KitchenCooking Channel on Wednesdays at 10pm EST

The cooking channel is a popular network with our target audience. Nadia Giosia is the creator, writer and host of Nadia Gs Bitchin Kitchen,whotaught herself how to cook from observing her grandmother. Nadia fits into our campaign theme of all different kinds of women accomplishing

different which our busy target market can relate to. The show is also based in comedy about taking everyday cooking situations into occasionsworth celebrating.

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House Hunters InternationalHGTV on Monday and Thursday at 10:30pm ESTHouse Hunters International is one of the highest rated shows on HGTV. HGTV is a popular network with our targetaudience. An international spin on HGTVs original House Hunters, this show takes (mostly) couples abroad to lookat new homes or vacation homes. Dusk Medias target enjoys traveling, therefore this would be a great show toreach our audience.

WimbeldonJune & July of 2014, TBATennis is an extremely popular sport to play, read about, and watch in Dusk Me-dias target audience; therefore, Wimbledon will be a great time to advertise toour audience. Wimbledon is the oldest tennis tournament in the world, along withsometimes being considered the most prestigious. Dusk Media will utilize thesetwo weeks to strategically plan our commercials during Ladies Singles matches

and Ladies Double matches.

Doctor WhoBBC America on Wednesday at 10pm ESTDoctor Who is a widely popular series that has been around for over 50 years. Dusk Medias target audience is within thevery large and wide audience Doctor Who has attracted over the years. BBC America is a very popular network with ourtarget audience, therefore utilizing the popularity of Doctor Who on this network will give our commercials great exposure.

television specials

U.S. OpenAugust & September of 2014, TBALike Wimbledon, the U.S. Open is part of the four Grand Slam tennis tour-nament, and since this is a American campaign Dusk Media choose the U.S.Open. Again, we will strategically plan our commercials during Ladies Singlesmatches and Ladies Double matches. Dusk Media will also strategically planour commercials during matches with players who are fan favorites in orderto capture as much of our target market as possible.t

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internet

Hulu.comBecause Dusk Medias target consists of mostly busy working women who enjoy early morning talk shows,

Hulu is a popular website choice. Our audience is able to view their favorite morning shows that they missat work anytime with Hulu and since our audience have higher incomes, having to pay a monthly subscrip-

tion is no issue.

iTunes.comDusk Medias target audiences income is between $75,000 to $150,000+ meaning that paying for music is

not an issue. Our audience frequents iTunes often, where they can buy music, games, movies and televi-sion shows. Most of our audience, and especially our secondary audience is not as savvy with the internet

as younger generations therefore wouldnt opt to illegally download music before easily and legally pur-chasing it on iTunes.

NYtimes.comThe New York Times is a leading newspaper for breaking news and world news. Considering our target au-

dience is professional working women with high incomes, they would have no issue paying a subscriptionto the New York Times online which they would most than likely read on their iPads, tablets, or laptops.

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HuffingtonPost.comThe Huffington Post is an online news source and opinion blog founded by Arianna Huffington. Under one tab youcan find articles on current politics or under another tab you can find articles about pop-stars. Since the HuffingtonPost offers such a wide variety of different information it is very popular with our entire audience and our second-ary audience. We especially like that the Huffington Post was founded by a woman, since it fits into our campaigntheme.

Groupon.comNo matter what the income level is, working woman are always looking to find the best deals. Groupon gives yougreat discounts on travel, restaurants, fitness, beauty - almost everything. Groupon also narrows your searchbased on location which is a great convenience for the busy working woman.Priceline.comWith Dusk Medias audience having high incomes and of course always looking for a great deal, travel is animportant aspect of their lives. Priceline offers discounts on hotels, flights, cars, vacations and more from the leastexpensive to the most expensive. Our audience will still most likely travel with 4-star accommodations but withgreat satisfaction knowing they got it for less.

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media schedule

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medi

abudg

et

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brand activationObjective: Enhance the image of LUNA bars while raising money for breast cancer.Strategy: During Breast Cancer Awareness month (October) we will showcase local all-female bands at a benefitconcert for Breast Cancer Prevention in New York, NY. Representatives of the Breast Cancer Fund will speak about theirorganization, breast cancer prevention, and how the Core 4 are essentials for womens health. We will ask for donationsfor the Breast Cancer Fund, along with LUNA donating 5% of every box of LUNA bars sold to the Breast Cancer Fund,

for the rest of October (then again in March and May). We will create buzz for the event using our free media ofFacebook and Twitter, along with the Breast Cancer Funds Facebook and Twitter. This event will take place in a smallervenue that provides seating, food and performance space.

Objective: Have consumers try different LUNA bar flavors and reiterate LUNAspartnership with the Breast Cancer Fund

Strategy: Utilize the Breast Cancer Funds Donate - Special Promotions webpageon their website. LUNA will give a gift of 5 LUNA bars that are half the size of regularLUNA bars in pink packaging to every donation made to the Breast Cancer Fund. Eachgift will contain different flavors in order for donors to try a variety of LUNA bar fla-vors. Donors will also have the opportunity to share that they donated to the BreastCancer Fund and received a gift in return from LUNA on various social media websitessuch as Facebook and Twitter.

1. Event Sponsorship: Breast Cancer Fund Benet Concert

2. Sampling & Strategic Partnership: Breast Cancer Awareness Pink Samples

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Objective: Reiterate the campaign theme by giving women an opportunity to use their skills, knowledge, andcreativity by creating their own flavor.

Strategy: We will advertise our contest via the Internet, with a link to LUNAs webpage about the contestwhere women are able to submit a 30-second video about their flavor idea and what being a woman means tothem. Finalists will be determined by viewers votes, and LUNA will choose the winner. The winner will receive agrand prize of $500 dollars and be featured on her limited-time LUNA flavors packaging.

Objective: Increase recognition of LUNA bars as a healthy energy bar made specifically for women.Strategy: During a segment of Rachael Ray, she will distribute LUNA bars to the audience while discussing the Core 4ingredients of LUNA bars . She will talkabout why they are a healthy energy choice for women, along with including a quickrecipe on how to make a LUNA bar ice-cream sandwich.

Objective: Increase awareness of LUNA bars corporate social responsibility and nutritional benefits to women.

Strategy: Send a b-roll tapes to journalists and publications that our target market frequent about our Breast Cancer BenefitConcert, the segment on the Rachael Ray show, and the Create Your Own Luna Flavor contest, in order to gain publicity for LUNAbar. We will create these b-roll tapes prior to each brand activation strategy and after each in order to first gain publicity for theevent, contest and segment and then to create publicity for LUNA bar for being involved.

3. Contest: Think Like a Women.

- Create your own LUNA favor

4. Brand Integration: Healthy Energy Segment on the Rachael Ray Show

5. Public Relations: Brand Activation B-Roll

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brand activation fowchart


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marketing recommendationsOur research found that many people were unaware that LUNA was 70% organic orcontained the Core Four nutrients, our suggestion would be to enlarge the Core 4 and 70%

organic graphic so it more noticeable and easier to read. LUNA could do two things with

its price, either lower it to compete with non-organic energy bars that people opt for dueto the lower price or to better position itself and compete with organic energy bars it could

increase its price to about the same as other organic energy bars, but still keep their price

under the organic competitors LUNA bar should try and get their bars into more health food

stores and organic markets to better position itself as an organic and nutritional brand. Also,if stores that LUNA is distributed in creates a womens heath section, female focus would

be emphasized.

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evaluationThe main goals for the Like A Woman campaign was to increase comprehension of the LUNA brand by

75%, awareness by 85%, and overall sales by 8%. Our projected sales, awareness levels and comprehensionlevels are determined by the amount of brand activations in coordination with the level of advertising in a

given month. May and July have the biggest increase in sales because of Mothers day in May and thesegment on the Rachael Ray show in July, along with publicity from past events such as Think Like A Wom-

an contest that recently concluded.

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CreativeBrief-LUNA

HistoricalBackground

ClifBar&Companyfounde

rs,GaryEricksonandKitCrawford,createdLUNAin1999

withamission

todesignthefirstbarspec

ificallyforwomen.Thisbarw

ouldemphasizenutritionwithoutskimpingon

taste,usingtheverybestingredientstoenergizewomen

throughtheiractivelives.LU

NAbarsare

nowthebestsellingwomensenergybarsintheUnitedStateswithover20flavors,m

adewithnatural

andorganicingredients.LUNAencourageshealthyand

activewomenthroughitsmis

sionofquality,

community,sustainability,andabalancedworkplace.In

2000,LUNApartneredwithT

heBreastCancer

Fundtoraiseawarenessandadvocacyforbreastcance

rprevention.In2007,LUNAandTheBreast

CancerFundcollaboratedtocreatePurePrevention,a

nonlineresourcetotakesimplestepstowards

reducingriskofbreastcan

cer.LUNAandClifBar&Com

panyhaveraisedover3.5m

illiondollarsto-

wardsTheBreastCancerFundsincetheirpartnership.

Goals

Afterthiscampaignwepredicttoincreasesalesby8%,

awarenessby85%andcomp

rehensionby

75%.

TargetMarket

College-educatedprofessionalworkingwomenages18-34.

AdvertisingProblem

WomenareunawareofLU

NAsCore4nutrients,andm

anybelieveenergybarsareonlyforathletes.

AdvertisingObjectives

Theeffectivereachforthis

campaignis80withaneffec

tivefrequencyof4DuskMediawillreach

80%ofourtargetmarketa

ndeachoneoftheseconsum

erswillseetheseadvertisementsatleastfour

times.

UnderlyingEmotionalNee

d

Manywomeninourtargetareverybusyandjugglingonethingtothenext,thesewomenalsoadmit

theneedforextraenergytohelpthemthroughtheirday

.Theywantsomethingorgan

icandhealthyso

theydontfeeltheyarepoisoningtheirbodiesjusttogetanextraboostofenergy.Theyarelookingfor

energythatwillhelpthem

achievetheirdailygoalsandbenefittheirbodies.

Competition

Larabar,KashiGoLeanbar,NatureValleyEnergybar,P

ureOrganic

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Dusk

Media


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meetdusk media

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end notesBusiness partners. Breast Cancer Fund. N.p, n.d. Web. .

Campaign overview Pure Prevention N.p. 2013. Web. .

Food facts Clif Bar. Clif Bar & Companyn.d. Web. http://www.clifbar.com/food/did_you_know/>.

LUNA bar Birch Box. N.p. n.d. Web. .

We are luna Luna Bar Clif Bar & Company 2013. Web.

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LUNA Bar Advertising Plan

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