PowerBar excites brand ambassadors with limited edition mailing packs
PowerBar is a leading manufacturer of premium sports nutrition products. In 1986 the founder of the company, a marathon runner himself, developed the world’s first energy bar in his oven at home. As a reminder of how PowerBar’s success story began, and essential for baking the newly launched Energize muffins, an oven was doubly suited to serve as the 30th anniversary shipping box.
Early in 2016 this limited edition packaging was sent out to journalists, bloggers, athletes and customers across Europe, who acted as brand ambassadors in helping to build awareness of the company’s new product.
The shipping box is an authentic replica of a gas oven: a transparent film is used for the oven door glass, giving a clear view of the products inside to stimulate the appetite. Magnetic closures create a playful element that engages the recipient and builds anticipation. The hinged upper lid is printed in eye-catching PowerBar yellow with bold black lettering that compels the recipient to investigate further.
Viral marketing campaign
Mailing recipients have been excited by the novelty oven and keen to spread the word about the new Energize muffins on their websites and social media channels. Others are even raffling the anniversary ovens and their contents to their online followers. This campaign has generated many positive product reviews from people whose opinion is influential among the product’s target audience.