Luna Bar’s branding has traditionally focused on product benefits.
Christy came up with the concept “Someday is Now,” a new global campaign that re-branded Luna Bar as a brand with an authentic social mission. The idea was carried out in the form of videos, print and social activation, all the way to website and merchandising and pop.
Central to the campaign was Luna’s Equal Pay campaign, in which Luna made up the difference in men and women’s pay for women’s sports teams.
The success of “Someday is Now,” according to Clif Bar, is that it built on the already existing brand equity, yet gives Luna a bolder, authentic voice for years to come.