This is Not a Candy Bar.

Power Crunch

CHALLENGE

Power Crunch needed a creative campaign to help them stand out in the crowded protein-bar space. In many ways, Power Crunch was a “goldilocks” bar: delicious, but with balanced macronutrients. Nutritious, but more accessible than bars for performance athletes. Basically, they needed some high-protein, low-carb creative that told the story of a bar that was both crave-able and guilt-free.

SOLUTION

We developed a campaign built around a single, provocative statement: this is not a candy bar. Paired with sumptuous footage of flowing dark chocolate, liquid caramel, and crumbling cookies, this statement implants the idea of “healthy” while your tastebuds scream “CANDY BAR.” At the same time, our clean, colorful cinematography style highlighted the bar’s ingredients while still feeling playful.