PowerBar announced the launch of a new national campaign featuring six-time Olympic gold medalist and twenty-time World Champion Michael Phelps. Carrying the tagline Power To Push, the campaign is designed to offer a window into an athlete’s mind as they battle both physical and emotional barriers to reach their goals. It will be executed via an integrated marketing program throughout 2008 including television, print and online, event marketing and consumer engagement opportunities.
The 30-second Phelps television spot, which was unveiled this week on Discovery Channel, creatively positions the world-famous swimmer against sharks in the water as a metaphor for his competition heading into the 2008 Olympic Games in Beijing. It will air on targeted sports programming through Fall 2008 including ESPN, TNT, and The Tour de France on Versus.
In addition to Phelps, the Power To Push campaign will also be executed by a series of print ads featuring climber Tommy Caldwell and what drives his free ascents on El Capitan, and Amy Palmiero-Winters, a world-class amputee marathoner and triathlete. The ads will first appear in the April – May issues of a variety of sport enthusiast titles including Bicycling, Runner’s World, Outside, Men’s Health and Women’s Health.
The campaign was produced by Publicis Mid-America, Dallas.