CLIF Bar Recycled Record Lab
Spearheaded CLIF Bar’s lifestyle segment experiential marketing strategy.
Brought CLIF Bar’s sustainability value proposition to life through unique transformation of single-use materials into listenable records.
End-to-end project management including sponsorship negotiation, activation budget management, development of all branded materials, event infrastructure and styling.
Fostered relationships with promoters, agencies, artists and cause partners.
Developed activation playbook to successfully scale experience nationwide.
Partners: Anthemic, Mobile Vinyl Recorders, Pledge Music.
The Challenge: CLIF Bar’s existing consumer base was aging and heavily dominated by sports enthusiasts. The brand needed to authentically connect with a younger and wider group of consumers.
The Solution: CLIF Bar’s entrance to the music & lifestyle space was orchestrated through strategic event partnerships and a relevant brand activation. Festival goers were paired with a one-of-a-kind keepsake from their favorite performers with an overarching sustainability message connecting attendees to CLIF Bar’s long standing values. A reimagined branded lounge environment transformed CLIF Bar’s sporty reputation into a more accessible and inviting space for a wider range of consumers.
National Event Partnerships:
SXSW Music
Pitchfork Music Festival
Shuan White’s Air & Style
Southwest Invasion
SweetWater 420 Festival