Clif Bar & Co.

Unleashing a New Brand Truth


Since 1991 Clif Bar & Co. has grown mightily—from one natural energy bar to a beloved family of bars, gels, shots and bloks. But the brand strategy and architecture did not keep pace; consistent cross-selling became a real challenge. More important, as the company approached its 20th anniversary (and faced a growing slate of competitors like KIND) co-owners Gary Erickson and Kit Crawford wanted to ensure the brand portfolio underscored the adventuresome spirit that inspired the company in the beginning.


CLIF pioneered the natural energy bar category and its reputation rests on its winning combination of taste and nutrition density. But in interview after interview—with employees, retail customers, ambassadors and new converts—we discovered the deeper human truth behind the brand’s promise: everyone has a “Go Moment,” a moment where the road forks and we choose the unconventional path, eyes open and arms ready to embrace whatever life brings. It’s scary, surprising, but transformative on many levels. And it’s what drives the emotional core of the CLIF brand—discovering what’s around the next bend…and the next.


To celebrate this maverick spirit, BBMG created a brand platform dubbed “Meet the Moment.” It positions CLIF as the brand for athletic adventurers who care as much about personal bests as they do about protecting and respecting the places we play. And it calls on these adventurers to seek and share experiences that inspire their journeys and help raise the bar for a healthier, more sustainable world.


The new brand platform not only unified the sales and marketing teams (we designed and led several brand summits), it kickstarted dozens of innovation and engagement programs, like the national day of service created in partnership with Leave No Trace and Surfrider Foundation. Today, “Meet the Moment” lives on-pack and via point-of-sale programs as a national storytelling and social media platform, inspiring thousands of stories about how fans #meetthemoment. And consumers see CLIF not just as a a convenient source of natural energy but a real catalyst for adventure and positive social change.

“There has been a ton of internal excitement around our new brand strategy. Thanks to BBMG, we’ve managed to generate momentum behind the brand story across the organization.”

Carly Lutz, Brand Director, Clif Bar & Co.