Mariano Rivera, aka The Sandman, aka MO, is arguably the game of baseball’s greatest closer of all time. His legacy is unmatched in professional sports, and he remains a man who is constantly giving of himself.
When he decided to launch a line of energy bars, Brand Shepherd was called up to help create the brand, the product packaging, and the brand architecture.
We put our Pastura Framework for brand development to work on the Mo Bar brand and go-to-market strategy.
Ultimately, our ideas did not win the day.
The brand management team decided to focus on the many benefits of the Mo Bars, as Functional CPG is such a thriving niche right now. Since each bar has a nutritional function focus, that became the brand instead of Mariano.
Rather than sulking from defeat, we did what we always do: We created the very best possible versions of what the client wanted to go to market with, and we caught a few blind spots during the process that helped protect the brand.
The brand successfully launched and Mo Bars is equipped with their Brand Experience Guide, thanks to the Pastura Framework, to make the next phases of their brand launch a big win for all.
Any time an opportunity to work with an honorable man and baseball legend like Mariano Rivera, it is nothing short of an honor to just be part of it.
We are delighted to have been part of getting the Mo Bars to market.
Thank you, Mariano and team, for this collaboration.