Sales Growth Through Rebranding
ONE Brands, makers of a line of low-sugar, high protein ONE Bars, have been around a long time, and survived the growth of the bar aisle over the past decade by maintaining a brand identity and story that resonates with their target audience.
ONE Brands’ ONE Bars have long enjoyed a cult following among health and fitness enthusiasts but lacked broad awareness among consumers of nutrition bars. A 2017 packaging rebrand was initiated to generate increased awareness of the company’s decadent, dessert-inspired flavored bars with 20 grams of protein and one gram of sugar per serving to a broader audience.
We worked with the ONE Brands team to firmly establish ONE Bars as a go-to protein source among fitness fanatics and individuals who put a high protein and low sugar lifestyle at the top of their list of healthy priorities. We did so by securing earned and paid media opportunities and building a Brand Ambassador program designed to empower fitness-minded influencers to talk about and support the brand in their daily lives. We executed several tactics to ensure the ubiquity of the brand.
We gained earned media in national and/or regional broadcast, print and online channels, in lifestyle, health/fitness, food, entertainment, parenting, business, college, fashion/beauty and trade outlets. We utilized long-term macro and mid-tier partnerships with tastemakers that embody ONE Bar’s core consumer demographics. We also implemented extensive product seeding at events and fitness venues.
ONE Bars is the fastest growing brand in the category. We gained positive coverage from Business Insider, POPSUGAR, GQ, People, InStyle and Women’s Health. This all culminated in Hershey’s acquisition of the brand in a $397 million deal in late 2019.
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