Powerbar was making and marketing candy bars to endurance athletes, which they would never eat. Their product was incongruous with their messaging and I worked with them to bring both into alignment.
As a former competitive road cyclist, I understood how nutrition needed to adapt to athletes’ lives in a more modern and meaningful way. A few near death experiences and two kids later, I’m more likely to get my kicks in spin class than bonking while KOM hunting, but how I perceive my nutrition needs remains a constant and I’m loyal to brands that understand that.
I led the overhaul of the Powerbar brand and implemented a content strategy that captured the attention of the everyday athlete by redefining what sport even means. We play to have fun and feel good, despite culture's insistence that sports are meant to measure who's the fastest, strongest and can push their limits the furthest.