Grand Canyon: bipartisan energy bars
“Energy for American Politics”
CONCEPT
We may be the United States, but most of us can’t recall a time when we were any less united than right now. Losing our ability to trust and engage with one another as citizens will split us faster than any government will. So, get a mouthful of Grand Canyon: bipartisan energy bars, the energy bar baked with the perfect balance of whole grain and pure American energy that fuels us to productively clash once again. Gain the willpower to talk to that uncle, listen to your radical friend, or simply endure the daily insanity.
VOICE
Loud, Irreverent, Personal
WORK
+ Name and Logo
+ Visual Identity
+ Packaging System
+ In-store Point-of-Purchase
+ Advertising in print, digital and OOH
POSITIONING
Grand Canyon recognizes the possible emotions we might feel when we engage with others who intensely disagree with us—angry, offended, etc. and relates those raw feelings back to the consumer in a humorous way. Through this emotional connection, the consumer is encouraged to explore the packaging, make a purchase, and actually follow through on the political engagement promoted by the brand.
GUIDING QUESTIONS
+ How can the brand indicate “America” without screaming it in the consumer’s face?
+ Which information are consumers primarily looking for when buying energy bars and how does this information become conceptual?
+ What are the tangible and intangible benefits?
ADVERTISING
The ad campaign concepts makes use of Revolutionary era references to communicate a modern-day American product. In a quicker scenario (on social media or the floor of the supermarket) the copy is quick and paired with an image containing a single focal point. In a more personal setting (a magazine page), the ad prompts the reader to think a little more about the brand and what it offers.
