CLIF BAR’s Packaging Will Feature Sportswomen For First Time
Clif Bars have been around since the early 90s and have always been known for the iconic male rock climber on their packaging. However, in March 2020 during Women’s History Month, they decided to celebrate women. The new Clif Bar packaging will showcase six incredible female athletes representing six different sports.
The six athletes that appear on the packaging are Venus Williams, Ashima Sherasi, Jordyn Baratt, Lakey Peterson, Megan Rapinoe, and Katerina Nash representing tennis, soccer, skateboarding, surfing, climbing, and cycling, respectively. These athletes are role models for young women because of their strength and dedication to their sport. They are icons, Olympians, and rising stars who lead with integrity in their communities, motivating and creating positive energy. Each
new Clif Bar has a quote from the famous athlete that is being showcased on its packaging. World Cup superstar Megan Rapinoe was ecstatic to be included,
“To see myself on a Clif Bar is amazing. It would have meant so much to me as a kid to see a woman being celebrated for living her truth and chasing her dream.”
Clif Bar & Company has been a vocal advocate for women and women athletes since it was founded in the mid-1990s. In 2016, The USWNT Players caught the company’s attention when they spoke up to demand equal pay. They were shocked to learn that the women’s bonus was far less than the men. Clif Bar & Company decided to do something about that. So their LUNA Bar brand gave each of the 23 women named to the 2019 World Cup team the $31,250 difference to make their roster bonus equal to the men’s.
When LUNA Bar was created in 1999 as the first nutrition bar for women, the company naturally focused on supporting causes that women care about, like equal pay and women in film. So this new packaging for their master brand was a natural step for Clif Bar & Company. It is also a great way to show girls role models and motivate them to accomplish anything they put their mind to.