Balance Bar touts ‘realistic’ goals in anti-resolutions new-year campaign

Balance Bar

Inevitably, many of us have already fallen short of our New Year’s resolutions, or will soon enough—it’s the annual cycle of optimism and hope, followed by anxiety about failing to live up to our aspirations. Only 8 percent of Americans achieve goals set out in their resolutions, according to a study in the Journal of Clinical Psychology, a data point cited in a release for Balance Bar’s “anti-resolutions pledge” (a sweepstakes for a fitness-resort vacation). In keeping with the brand’s theme of balance, the marketer asks consumers to pledge to take small steps each month to make realistic lifestyle changes rather than create overly ambitious resolutions at the start of the year.

As part of the campaign, Balance is working with “lifestyle expert” Laurel House, aka The QuickieChick, who created 12 months’ worth of “realistic and achievable” tips, available at “For a snack, do you choose a bag of chips or do you choose a nutritionally sound Balance Bar?” asks Balance’s CMO in the release. “Not a life-changing decision, but a small one that can have benefits today and down the road.” The message—that Balance provides an easy alternative to junk food—makes sense at a time when consumers are increasingly wary of processed foods of all stripes.

Photo Credit: Balance

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