Everyone deserves a second chance.
Both PowerBar and Ryan Lochte needed a “Clean Start.” The former wanted customers to try their reimagined protein bars. The latter was recovering from the now-infamous, post-Olympic scandal. So we paired unlikely duo and created advertising gold.
Social Extension: Users created customized video where Lochte invited friend and family to make a Clean Start—powered by PowerBar.
Credits:
ECD: Tom Coates
Director: Matt Dilmore
Results:
88 million paid impressions
800 million earned impressions
2X Total Sales
257,000 “Clean Start” Pledges
From the Socials — "I actually didn’t hate Lochte by the end” @bigdaddygamer212
From the Socials — "I actually didn’t hate Lochte by the end” @bigdaddygamer212
The “Clean Start” landing page where invitations were initiated and free PowerBar coupons were distributed in mass.