Project / PowerBar
Rebranding the original sports nutrition company was no small challenge. With 25+ years in the marketplace, a growing and determined competitive set, and shifting consumer perceptions, the brand needed refocusing and a return to its roots. As part of the agency strategic process, OIC conducted a deep exploration into key stakeholders. This included spending weekends with endurance athletes, multiple sessions with brand contributors, and living the brand by participating in triathlons, marathons, and swim competitions. The deliverables included a key consumer insight, a brand manifesto, and associated annual campaign executions. Based on predetermined metrics, the agency’s efforts tested in the top 10 percent for impact and retention when compared to hundreds of Nestlé brands globally.