Publicis Breaks First Campaign For Clif Bar

Publicis & Hal Riney emphasizes Clif Bar’s all-natural ingredients in its first campaign for the client since winning the $3-5 million account in February.
The first phase of the campaign, which broke last week, consists of three print ads and three 60-second radio spots, all aimed primarily at fitness enthusiasts. Print executions use a postcard-style format, complete with postmarked air mail stamp. One tells the story of a hungry bear at Yosemite with a 70 IQ who can “recognize the easiest cars to break into by make, model and production year.”
The ads include the Berkeley, Calif.-based energy bar company’s toll-free number and Web site address ( and a drawing of a Clif Bar package. The tag: “It’s all real. It’s all natural.” Ads are running in national consumer magazines. Radio spots are airing in six major markets.
“Clif Bar has developed a cult following, and people are fanatics about the product,” said Doug Sweeny, management supervisor at the San Francisco agency.
Separately, Publicis & Hal Riney unveiled new ads for Saturn’s ’99-model cars. Print, radio and TV ads broke nationally in late July. The tagline remains, “A different kind of company. A different kind of car,” but the work focuses less on Saturn employees and more on the cars themselves.