The diet/energy bar catgory was declining and way too competitive. In order to stand out and, even more important, keep its shelf space, ZonePerfect needed to stand for something out of the ordinary in the category.
A new digitally based content and experiental campaign repositioned the ZonePerfect bar and took it to new audiences as a sampling experience in places like The Austin Film Festival and Sundance, as well as a host of regional art shows and festivals.
As the campaign evolved, new packaging was developed influenced by our new creator audience and thanks to those art, music and film lovers, sales grew 13% with a declining category.