Balance Bar Hits Back With $15 Mil.

LOS ANGELES-Balance Bar, maker of health food energy bars, launches a campaign today that deals with the feelings associated with hunger and the implications these emotions can have at work, home and play.
The broadcast and print campaign is the first from Suissa Miller since the agency won the estimated $15 million account late last year. It unveils a new tagline, “Never be out of Balance,” replacing “Get some balance in your life,” which was introduced last year by Buckley/Friedman.
The effort comes on the heels of rival PowerBar’s estimated $20 million “Don’t bonk” effort via Wieden & Kennedy, Portland, Ore.,