Protecting the Places
We Love to Play
Presented by:
Ricardo Balazs, Sports Marketing Manager

Clif Bar & Company
A privately owned company based in Berkeley, CA
Gary Erickson is the founder/owner of Clif Bar
Clif Bar products are healthy, all-natural,
alternatives for people on the go
Our Aspirations:
• Sustaining Our Business – Living Within Our
Means
• Sustaining Our Brands - Keeping Our Mojo
• Sustaining Our Community - Giving Back
• Sustaining Our People - Live Life to its Fullest
• Sustaining Our Planet - Reduce Our Footprint

Clif Bar Brand
Mission:
Create delicious, nutritionally dense foods
Nurture the passion for being outdoors that connects the
Clif Bar community
Respect and protect the places where we play
-revitalize the environment with planet positive actions
Challenge people to “do something”

Key Winter Sports Marketing
Initiatives
Create memorable experiences that
deepen our connection to our consumers
Cultivate and expand Clif Bar community
of lifestyle “social activists”
Encourage & support the ski industry’s
environmental efforts

Deepen connections with consumers
through memorable experiences
Experience Marketing
• 1:1 versus traditional advertising
• Importance of owning our communication
o Staffing our booths/mobile tours, etc with people
who share our consumers passions and are
knowledgeable about both our products and
issues
Meeting consumers (people) where they are
• Engaging people in places and about topics on their
terms
• Tie our products into the story through usage
occasion and the use of organic ingredients
• People want to know companies behind products
they buy and brands they support

The Clif Bar S.O.S. Winter Roadtrip
Overview
7-week mobile tour that communicating
•
our commitment to protecting the places
we play in– i.e. keeping winter sports alive
Goal to raise awareness of Global
•
Warming’s impact on winter & inspire
small acts that collectively can help Save
Our Snow (S.O.S.)
The Vehicle
• ‘86 diesel Winnebago
converted to run on waste
vegetable oil from restaurants
• Showcasing a clean, renewable
fuel

The Clif Bar S.O.S. Winter Roadtrip
Athlete Spokespeople
• With Special Guest Alison Gannett –World Free
Skiing Champ, Team Clif Bar Athlete & champion of
global cooling
• Along with other TCB skiers & riders
The Tour
• Focused primarily on Ski/Board Resorts and
Mountain Towns
• Tour stops to include opportunity to ski with a pro &
evening event

Cultivate and expand community of
lifestyle “social activists”
Winter resort-goers can purchase
green energy credits. Fund clean,
renewable wind power to offset travel.
BEF Green Tags:
~12 resorts including Alta, UT, Northstar-
at-Tahoe (CA), Stevens Pass (WA), Mt
Hood Meadows (OR)
Sold direct through resorts
Clif Bar Cool Tags:
Sold by Clif Bar Field Marketing Staff

Encourage & Support Industry’s
Environmental Efforts
Partner with winter resorts that share our vision
for a healthier, more sustainable world
Official Environmental Partner vs. Official Bar
Sponsor
• Choosing the right resorts - Those committed to enviro
preservation
• Chairlift Offsets at 8+ resorts- Park City (UT), Alta (UT),
Telluride (CO), Stevens Pass (WA), Northstar (CA),
Sierra-at-Tahoe (CA), Alpine Meadows (CA), Kirkwood
(CA)
• Biodiesel Buses, Carpool incentives, BEF mini-green
tags, Clif Bar Cool Tags, among other tactics

Chairlift Offset Signage–Stevens Pass, WA
1 2 3
6
4 5 7

Green Chair Lifts

Green Chair Lifts

Golden Eagle Awards
presented by Clif Bar
Annual Ski Resort Environmental Achievement Awards
•
Held during Annual Nat’l Ski Area Assoc. conference
•
Recognizes environmental work within industry
•
~400 ski execs attend a one hour ceremony
•

Results
Total Benefit to the Environment: Offset 3,656 tons
(7.4 million lbs) of greenhouse gas emissions which is
the equivalent of:
• Taking 609 cars off the road for a year
• Not driving 7.3 million miles
• Saving enough energy to power 305 homes for a year
• Cool Tags/Green Tags Sold: 10,000+
• Green Chairlifts at 6 resorts
Media: ~20 million impressions

Thank You!