What if?

Could Clif Bar develop a new line of products for their 20-something fans that were quickly becoming parents?

Results

We designed working groups with children to understand what they love about snacking, what they hate and what they dream about. We went in-home with moms and kids to understand what they look for when snacking and how their relationship with food functions. We identified key insights that we took into a series of collaborative workshops with the Clif team. We identified potential innovation spaces and developed an initial brand framework. We worked with their team through product naming and package design, and the result of the project was a fully realized line of products under the Clif Kid umbrella, including natural bars, fruit snacks and juices. Today, Clif Kid can be found across the country, in natural and mass retail, and represents a sizable and growing part of Clif Bar’s business.

“They helped us identify where we could win and helped us position the new kids’ brand for success.”

—Neil Grimmer, VP, Innovation

What I did:

• Team facilitation and alignment

• Vision formation

• Consumer research design and analysis 

• Brand platform development

• Product extension 

• Product concept development 

• Brand architecture strategy 

• Product naming 

Partners:

• Work done at Bulldog Drummond