OVERVIEW

CLIF Bar’s, Whey Protein is a crispy, light-textured bar that is very functional and often used by consumers as a meal replacement or tide-me-over while on-the-go. While the product enjoyed limited success it struggled to stand out on shelf in an uber-competitive protein bar market. To speak directly consumers’ everyday realities and to highlight the functionality of CLIF Whey Protein, the lifestyle photography displayed plenty of activity cues from yoga mats and water bottle to items busy audience can’t live without like cell phone chargers and sunglasses.

The key concept of “Defying Gravity” was refined to bring light to the unique texture of Whey Protein and not only show how light weight the bar is, but also convey the chill vibe of snack time. The product shots with orbiting ingredients illustrate how easy it is to crack the bar in half and highlight the unique texture to differentiate Whey Protein from traditional dry, chalky protein bars.