CLIF BAR Replaced Its Iconic Climber Image with 6 Women Athletes
Katherine Pendrill — April 30, 2020 — Marketing
References: gearjunkie & nosh
For the first time in the brand's 28-year history, CLIF BAR has replaced the iconic climber on its packaging with the image of six female athletes.
For years, CLIF BARS have been instantly recognizable due to the image of a cartoon rock climber on the packaging. Now the brand is taking the time to honor female athletes instead, by replacing that iconic climber with six female athletes from six different sports. This includes tennis star Venus Williams, captain of the United States national soccer team Megan Rapinoe, and American rock climber Ashima Shirashi. The new packaging is meant to celebrate these athletes who push the boundaries of sports and inspired others. As Clif Bar & Company founder and co-CEO, Gary Erickson explains, "While I’ve never been a professional athlete myself, I’m inspired by those at the pinnacle of their sport, and we hope by featuring these six women on our new packaging that we can continue to inspire athletes at all levels.”
Image Credit: CLIF BAR.
For years, CLIF BARS have been instantly recognizable due to the image of a cartoon rock climber on the packaging. Now the brand is taking the time to honor female athletes instead, by replacing that iconic climber with six female athletes from six different sports. This includes tennis star Venus Williams, captain of the United States national soccer team Megan Rapinoe, and American rock climber Ashima Shirashi. The new packaging is meant to celebrate these athletes who push the boundaries of sports and inspired others. As Clif Bar & Company founder and co-CEO, Gary Erickson explains, "While I’ve never been a professional athlete myself, I’m inspired by those at the pinnacle of their sport, and we hope by featuring these six women on our new packaging that we can continue to inspire athletes at all levels.”
Image Credit: CLIF BAR.
Trend Themes
1. Female Representation in Packaging - Replacing iconic images with female athletes on packaging is a trend that celebrates women in sports and promotes gender inclusivity.
2. Honoring Female Athletes - Highlighting the achievements of female athletes on packaging is a trend that recognizes their accomplishments and inspires others.
3. Sports Diversity Advocacy - Brands promoting diverse sports and athletes on their packaging is a trend that encourages inclusivity and breaks traditional stereotypes.
Industry Implications
1. Food and Beverage - The food and beverage industry can adopt the trend of female representation in packaging to appeal to a diverse consumer base and promote gender equality.
2. Sports Apparel - Sports apparel brands can embrace the trend of honoring female athletes on packaging to connect with their target audience and support gender empowerment.
3. Marketing and Advertising - Marketing and advertising industries can capitalize on the trend of sports diversity advocacy by promoting inclusivity in brand messaging and campaigns.
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