Real life starts when the workday ends. Maximizing that free time means spending it exactly how you want no matter the hour, because that's when you feel most alive. But you can't enjoy it on an empty stomach.
While typically seen as a breakfast staple, Nature Valley is setting out to change the late-night snack options notoriously controlled by junk food. When free time calls, you need free time fuel.
To gain awareness of Nature Valley’s transition from morning to night, neon signs of the Nature Valley logo will be displayed outside of various late-night bars, gas stations, and 24-hour gyms
Glow-in-the dark billboard that charges during daytime and glows at night.
New Product
After teasing that Nature Valley is the hottest late-night snack to fuel your free time, we’ll announce four new flavors, named after various late-night activities.
launch
Nature Valley is hosting a late-night launch party to celebrate their all new flavors. From 12am-6am, we’ll celebrate nightlife in all its forms. Parties will be held in Austin, LA, and Chicago, all of which are known for their active fitness culture and equally active nightlife.
activation
To solidify Nature Valley as the go to alternative for late-night junk food, Nature Valley will sponsor a Midnight 5K with Night Nation Run. Located in Nature Valley’s hometown: Twin Cities, MN – complete with all the Nature Valley late-night bars you can eat.
Copywriter: Kellen Gallagher
Art Director: Olivia Brzek