Where’s Charlie Bucket when you need him? Right now, the world could use more arbiters of good. In brand marketing terms, the world could use more CLIF Bars.
Whether it’s our food, our planet, or our relationships with our people – CLIF Bar is on a mission to do one thing and one thing only – make it good.
This new long-form commercial is good. CLIF Bar is meeting its stated objectives.
“We’re sorry if this rogue, radical thinking offends you. If you prefer bad over good, we’re probably not the product for you,” is the kind of line that characters in ads typically do not deliver. It’s such an obvious thing to say, that many brands would never think to say it.
Pumping Good Into The World For 27 Years
CLIF Bar’s journey to better is the high road, and any brand that takes the high road is in for an expedition. According to the brand’s website, making the planet a better place isn’t a sprint, it’s a marathon.
How does CLIF walk its talk? Like this:
CLIF Bar’s Organic Commitment
- 1 billion pounds of organic ingredients crafted into our food since 2003.
- 76% of all ingredients purchased in 2018 were organic.
- #1 private funder of organic research in the U.S.
There’s much more to the “make it good” story at CLIF Bar. For instance, CLIF Bar got involved with the U.S. Women’s National Soccer Team to help even out gross pay inequity. The brand was shocked to learn that women received a bonus for making the World Cup team but the bonus is $31,250 less than the men’s bonus – for the same work.
CLIF’s LUNA Bar is now closing the World Cup roster bonus pay gap by giving each of the 23 women named to the 2019 World Cup team the $31,250 difference to make their roster bonus equal to the men’s. That’s brand values in action and no words and no commercial will ever speak as clearly or as impactfully.
