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Clif Bar Launches New Promotion

Published July 8, 2008

BERKELEY, CA (BRAIN)—Clif Bar is launching a new “How Do You Play?” promotion created solely for sports retailers.

The turn-key campaign from Clif Bar will offer sports retail stores Clif Bar boxes and give consumers the chance to win a Grand Prize Napa Valley getaway or $1,000 shopping spree at their favorite sports retailer.

Beginning in August and running through Oct. 31, 2008, the “How Do YOU Play?” promotion will appear on specially-priced ($5.99 retail) Clif Bar six-count boxes available exclusively in the sports specialty channel. Each special box will contain one of four Clif Bar flavors—Blueberry Crisp, Chocolate Brownie, Chocolate Chip or Crunchy Peanut Butter.

Shoppers who send in the UPC from the “How Do You Play?” special six-count box will be entered into a sweepstakes drawing to win one of ten $1,000 shopping sprees at the sports retailer from which they purchased the winning box. Each of the 10 sweepstakes winners also will receive a free year’s supply of Clif Bars.

To be eligible for the contest Grand Prize, legal U.S. residents, 21 years of age or older, must visit www.clifbar.com/howdoyouplay from July through Oct. 31 and describe in 500 words or less the story of “how they play differently” (click on link for full details and official rules). The theme draws on the life philosophy of Gary Erickson, founder and owner of Clif Bar & Company. Erickson has followed his own path through the years, from racing bikes and living in a garage to creating a unique company that sustains its people, community and the planet along with the bottom line.

The “How Do YOU Play?” contest Grand Prize winner will get a trip for two to Napa Valley, including round-trip coach air transportation, two nights accommodations, a special wine country dinner, a year’s supply of Clif Bars and a chance to join the company and its employees in their annual Epiphany Ride. The annual bike ride celebrates Erickson’s 1990 bike ride during which he had the “epiphany” that he could make a better energy bar—one of many decisions he’s made in life, sport and work to play differently from others.

“Sports retailers serve the athletes and outdoor enthusiasts who are at the core of our Clif Bar sports heritage,” said Scott Whipps, vice president of sports retail for the company. “We’re really pleased to be rolling out one of the biggest promotions we’ve ever done exclusively for the sports retail channel.”

In addition to the special six-count boxes and in-store materials to highlight the promotion, Clif Bar & Company will support the campaign with online advertising, event marketing, public relations and athlete tie-ins.

Sports retailers can place orders for the “How Do You Play?” promotion through their distributor or by contacting Clif Bar online at www.dealer.clifbar.com, toll-free at 800-370-1688, or via fax at 877-329-2543.

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