Power On.

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.

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.