PowerBar: Clean Start


Project details

PowerBar and Ryan Lochte invite viewers everywhere to make a Clean Start with the new, better-tasting Clean Whey Bar.


Power Bar

Agency Partner

Butler, Shine, Stern & Partners
Sausalito, CA, USA

Live Site



PowerBar is making a change by dumping sugar and artificial flavors, but most consumers still associated PowerBar with the rubbery, gold-foiled bars of yesteryear. They want to let bad-tasting bygone be bygones with the launch of the Clean Whey Bar.


PowerBar tapped an unlikely yet handsome partner in Ryan Lochte to launch the Clean Start campaign. In the launch video, America’s favorite silver-haired swimmer invites everyone to join him in making a pledge to start over and “do something positive.” The spirited video leads consumers to campaign hub: www.PowerBarCleanStart.com. There consumers can make a pledge and sign up to get a free and delicious Clean Whey bar.

In addition to “Ryan’s Clean Start” video, the campaign included a customized-video feature where users could quickly and easily create personalized videos for friends and family. With a few strokes of the keyboard, fans could generate and send an encouraging message from Lochte himself. If that isn’t inspiring, we’re not sure what is.