Latest Clif Bar YouTube video embodies lifestyle marketing

EMERYVILLE, Calif. — It's not a brand; it's an adventure. Clif Bar on Monday released a video that helps capture the "je ne sais quoi" spirit that has driven brand sales to the top of sports nutrition charts across mass outlets.



Clif Bar has been and remains the leading vendor of nutritional and intrinsic health value bars as sold in U.S. multi-outlets.  The company commands a 24.8% dollar share of that category with $590.5 million in sales on 11.5% growth for the 52 weeks ended Dec. 25, according to IRI data.



The  video (embedded above), however, does not promote bars. It promotes a lifestyle.



The idea began in San Francisco with a small group of friends who were tired of running races and hungry for a new flavor of adventure, Clif Bar noted.



"We found 13 people who thought it'd be a great idea to live in a van for three days while running around the circumference of Hawaii's big island," the narrator states. "We're here searching, but not in the grand sense of hoping to uncover a gold mine. We're searching because we're curious about [what's] around the next bend [and] to see how we feel running at 2 in the morning."