Project Overview
The Clif Bar brand was expanding their product offerings in a unique category: energy bars for kids.
The team dug into the category, interviewed and surveyed parents to understand what’s important to them and when they would consider giving their vivacious kids more energy.
Brand Background
Born of the multimillion dollar Clif Bar & Company, Clif Kid was introduced to meet the nutritional needs of active kids. Clif Kid advertising focuses on outdoor play, much like the parent Clif brand advocates for athletic endurance. However, it only tells part of the story: parents want their kids to be more than just a healthy body.
Tension
The messaging around healthy kids’ snacks is focused on physical energy. Kids don’t just need energy to conquer the playground; they need it to grow their minds, solve problems, and develop new skills.
Objective
Position Clif Kid as the best snack choice for parents who want to foster their child’s curious minds.
My Special Sauce ✨
While teaching I was intentional to have an impact beyond instruction. I created lasting relationship with my students and their parents. Through this briefing, I reconnected with my parents and was able to ask the tough questions about what it truly takes to raise kids.
Target- The Playdough Parent
We’re defining the playdough parent as a parent who is committed to nurturing their child’s cognitive development inside & outside of the classroom. Not only do they want their children to be healthy and active, they also want them to make creative discoveries (playing with playdough is just one example of this kind of activity). Playdough parents are college educated, middle to upper-class, and have children between the ages of 2 and 13.
What We Learned:
They’re always on the go.
20% say their children’s schedules are too hectic. (Pew Social Trends)
“Busy lives of parents and children mean less time for sit-down meals and increased demand for portable on-the-go snacks.” (Mintel)
They consider nutritional value/read the label when purchasing snack foods
They say one of the hardest things about parenting is feeling uncertain about whether they’re making the best choices for their child.
Clif Kid: Fuel beyond the playground.
Consumer Insight
Parents are most proud of their kids when their kids are figuring things out for themselves. In order to keep discovering their world, kids need to eat nourishing food to keep up their mental & physical stamina.