Balance Bar, making inroads into the $1 billion diet bar category, will launch Jenny Craig Nutrition Bars next month backed by a $5 million campaign tagged "Tastes great. Lose weight. Naturally."
The campaign, via Suissa Miller, Los Angeles, kicks off March 6 and runs through September, targeting weight-conscious women aged 25-45. Ads in 10- and 30-second versions convey on-the-go convenience and wholesomeness.
Balance Bar, entering a segment dominated by Slim Fast, inked a 20-year licensing deal last fall with Jenny Craig for a line of soy-enriched nutritional bars, ready-to-drink/powdered drink mixes and cookies to be sold at retail. Suissa Miller, which has Jenny Craig and Balance Bar as clients, helped seal the deal. "We kind of set them up on a blind date," said John Cerniglia, group account director.
In the 30-second spot, a life-size computer-generated bar performs a striptease to bump-and-grind music. As the packaging slides off, a voiceover says the bars are "Au naturel," conveying the message that the product has natural ingredients and helps consumers look good.
"There is a growing consumer group that demands great natural taste and portability while taking dieting into their own hands," said Lara Jackle, Balance Bar's vice president of marketing.
Print ads will run in such titles as Oprah Winfrey, People, Parents and Essence.
The company was purchased by Kraft last month. K