Michael Phelps Delivers PowerBar’s New Power To Push Advertising Campaign

PowerBar Event Confessional Booths Create Athlete Forum For “Push” Stories

PowerBar today announces the launch of a new national advertising 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 a comprehensive integrated marketing program throughout 2008 including television, print and online advertising, event marketing and consumer engagement opportunities.

The 30-second Phelps television spot, which was unveiled yesterday 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.

FOR VIDEO AND ADDITIONAL INFORMATION VISIT:

http://mnr.onthescene.com/powerbar/push.html

“Michael is recognized as possibly the greatest swimmer in history, and it’s no secret that every guy in the water sees him as the one to beat,” said PowerBar Sports Marketing Manger Chad Comstock. “PowerBar has long been a part of Michael’s training regimen so he’s a natural fit to bring this ‘Power To Push’ campaign to life. As he prepares for the 2008 Games, PowerBar will be there to help push him through his grueling training sessions in an effort to help him achieve his goals.”

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.

Athletes are also invited to take advantage of PowerCoach™, a new interactive tool that provides consumers with a complete personalized sports nutrition and training program. In support of the campaign, the tool is designed to offer both the beginner and experienced athlete with convenient, practical information needed to push towards optimized performance. Visit www.PowerBar.com/push

The PowerBar Power To Push campaign was produced by Publicis Mid-America, Dallas.

Hard Copy B Roll Available Upon Request.

Contacts

Carmichael Lynch Spong
Kathleen Boyle, 781.544.3675
kathleen.boyle {at} clynch(.)com