Last Updated on Wednesday, 30 June 2010 13:06

• Sitour USA generate awareness of Balance Bar that it is the energy bar that provides lasting energy all day long on the slopes.
• Promote trial of Balance Bar across a variety of flavors amongst healthy active adults all winter long.
• Drives sales of product at ski resorts whenever possible. 

Strategy:

• Utilize Sitour’s place-based advertising network to run a national campaign highlighting key benefits of Balance Bar’s lasting energy unique selling proposition.
• Sponsor Sitour’s winter event tour properties:  Winterfest, Familyfest and SnoJam resulting in 72 days of simultaneous activation all winter long for three years.
• Incorporate lift ticket window and condo sampling to extend Balance Bar’s sampling presence on more of full winter season basis.
• Drive on-site distribution at ski resorts in both primary and secondary locations throughout the ski resort footprint and village by leveraging Sitour’s ski resort relationships and opening doors on distribution dialogue for Balance Bar.

Results:

• Advertising awareness and purchase intent grew on average 30% plus year over year.
• Brand Consideration studies (after trial of product) grew on average 40% plus and varied by flavor.
• New distribution placement grew on average 20% each season.
• Program successfully ran in market for five years.