Case Study

MO BAR

Mariano Rivera is MLB's greatest closer of all time. This is his brand.

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.

Our Pitch

Our brand strategy pitch to MO BARS' brand manager had 4 parts:

Mo is the Brand

Baseball fans, from casual to diehards, remember him and have a favorable memory of him. He is a legend in several significant markets in the Northeast of the USA.

Mo's Specialty

Mariano "Mo" Rivera is baseball's best closing pitcher, ever. He was called into a game to close it out and win the day. We believe the brand should be directly tied to this by positioning Mo Bars as fuel to "Close Strong, Save The Day."

We also believe that these bars should be positioned for the afternoon slump, exactly when one needs to bring in something to help close their day strong and win.

Easily Activate Millions

Millions of baseball fans could be activated because of Mariano's legendary career and GOAT status in baseball history. Brand recognition would be directly tied to Mariano Rivera's name recognition, and with that, this brand would have a start very few CPG brands have access to.

Nostalgia = Good Vibes

It's been a rough couple of years and people are big on nostalgia like never before. Mo's career takes customers back to a time when life wasn't so heavy. The nostalgia factor here gives the brand instant good vibes because Mo is the kind of guy you want on your team

Brand Shepherd Case Study MO BAR Packaging Recommendation – 1

We created over 50 creative mockups
to demonstrate variations of the "Close Strong, Save The Day" positioning.
Here are 4 of those concepts.

Brand Shepherd Case Study MO Bar Concept Tagline 4 Mockup
Brand Shepherd Case Study MO Bar Concept Tagline 3 Mockup
Brand Shepherd Case Study MO Bar Concept Tagline 2 Mockup
Brand Shepherd Case Study MO Bar Concept Tagline 1 Mockup
Brand Shepherd Case Study MO Bar Concept Tagline 1 Mockup scaled
Brand Shepherd Case Study MO Bar Concept Tagline 3 Mockup scaled
Brand Shepherd Case Study MO Bar Concept Tagline 2 Mockup scaled
Brand Shepherd Case Study MO Bar Concept Tagline 4 Mockup scaled

We Struck Out…
But Got The Win For The Brand

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.

Brand Shepherd Case Study MO BAR – Packaging Finals scaled
Brand Shepherd Case Study MO BAR – Social Ads Mockups scaled

An Honor.

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.

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