This timely update of the best-selling CD-Art looks at digital developments in the music industry. It includes new work produced for the growing download and interactive market: albums packaged ...
The CLIF Quench™ sports drink is the latest offering from CLIF Bar & Company, which has been in the food business for 16 years and is responsible for the first all-natural energy bar. CLIF Quench complements the existing family of CLIF products with its natural ingredients and environmentally friendly packaging.
"CLIF Quench is for athletes and active people—people who sweat. And more specifically, it's for people who want their sport drink to be as healthy, natural, and organic as the foods they eat every day," says Diana Simmons, business development manager at CLIF Bar & Company.
Clear is the new green
It may not have worked for Pepsi Clear, but one of the most intriguing properties of CLIF Quench is that it is colorless, whereas most sports drinks are brightly colored. "Those colors often come from artificial ingredients—something we never use in any of our products," says Simmons.
The packaging boasts that CLIF Quench is made with 88% organic ingredients. There are no artificial colors, flavors, sweeteners, preservatives, or genetically modified ingredients. Quench uses sucrose as the carbohydrate source rather than fructose, which many other sports drinks use. This was chosen because fructose is harder for the body to digest and could inhibit the absorption of water into the body. The electrolyte source in CLIF Quench is Real Salt™, which is an all-natural, kosher-certified sea salt that's not refined or altered by silicates, dextrose, or other additives found in many other sports drinks. Also included in the formula are potassium (for muscle cramp relief) and magnesium (for muscle recovery).
Big things in small packages
The bottle is slim enough to grip wholly with one hand, with a large opening that allows thirsty consumers to grab and gulp the contents quickly. It is made of 40% post-consumer recycled PET plastic, which Simmons claims is the highest percentage of post-consumer recycled plastic of any U.S. consumer bottled beverage, and the highest percentage worldwide for any hot-fill PET bottle. The caps are made from #5 polypropylene, which is also recyclable in select areas.
The matte, PETG label that wraps around the bottles features a surfer catching a big, blue, frothing ocean wave. The four different background colors coincide with each of the four flavors—Fruit Punch, Lime-Ade, Orange, and Strawberry Citrus. The labels are adhesive-free and are fully recyclable along with the bottle. "Our package had to be fun and vibrant so it would stand out," says Simmons. "Rather than being a sacrifice, that created a great opportunity for package design, steering us to a full-shrink label that really pops on shelf!"
The label also displays the logo of the organization—"1% for the Planet"—which means that 1% of CLIF Quench's net revenues (as well as the rest of the CLIF products) are contributed to environmental organizations worldwide. CLIF Quench is also partnering with American Forests' Global ReLeaf program to reforest watersheds throughout the U.S. and with NativeEnergy to offset all CO2 emissions generated by the manufacturing and transport of CLIF Quench.
Face-to-face marketing is the cornerstone approach that CLIF Bar & Company uses to promote its product lines. Simmons says: "We literally get our products in people's hands at races and other events dealing with adventures and the outdoors. We'll do the same with CLIF Quench throughout the summer and early fall."
CLIF Quench is available online, in grocery and natural food stores, and in select sports retail stores and fitness centers. Visit www.clifbar.com to see when CLIF will support a sporting event near you.
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