A case study on print ads created for an introductory advertising class.

1. Larabar
a multi-generational campaign

2. About Larabar
๏ Founder: Lara Merriken, in May 2000
๏ The foundation of a sound mind, body and spirit is derived from
what you eat. And what you eat is most delicious and satisfying
when it’s in a whole, natural state.
๏ Combines wholesome ingredients (fruits and nuts) to create a tasty,
healthy and convenient snack
๏ Natural foods should be fun and enjoyable AND good for you
๏ Certain products cater to special diets: gluten free/Celiacs, Kosher,
low carbohydrate diets, nut allergies, raw diet, vegetarian, vegan,
and soy free
๏ The first 5 flavors: Cherry Pie, Apple Pie, Cashew Cookie, Banana
Cookie, and Chocolate Coconut Chew

3. Brand Personality
all natural
healthy
conscious
active
convenient
wholesome
bold
passionate
vibrant
community-oriented
unique
environmentally conscious

4. Social Media

5. Unique Selling Propositions
Larabar has the simplest and most natural, ingredients
of any other snack bar on the market.
sweetened with dates
recyclable wrapper
fair trade
socially responsible
sustainable
vegan
kosher
gluten free
soy free

6. Who is Generation X?
๏ also know as the nation’s “Second Baby Boomers”
๏ born: early 1960s - early 1980s
๏ population: approximately 41 million
๏ many have multiple sources of income
๏ internet-savvy; information-savvy
๏ well educated
๏ self-reliant
๏ more discriminating; skeptical
๏ thoughtful buyers
๏ loyal

10. Who is Generation Y?
๏ also know as “Millennials”
๏ born: approximately late 1970s - early 2000s
๏ population: approximately 85 million
๏ low-income; many unemployed
๏ internet as commonplace; always connected
๏ tech-savvy, social media oriented
๏ reliant on technology
๏ arrogant; self-centered
๏ optimistic; positive
๏ activists; involved, care about social causes

14. Who Are The Boomers?
๏ also know as “Baby Boomers”
๏ born: between late 1940s and early 1960s
๏ population: approximately 80 million
๏ wealthy; received peak level income
๏ have more time to spend money
๏ grew up in age of consumerism
๏ adopting technology and media consumption
๏ active, physically fit
๏ desire to be healthy