After years of flagging relevance and products that didn’t meet the needs of their customers, PowerBar needed to break through in a crowded category. They needed a big swing. A clean start. That’s why they came out with the Clean Whey Bar. And that’s why they partnered with someone else who needed a clean start, Ryan Lochte. Still awash in controversy, but with athletic credibility proven by a neck full of gold medals, Lochte embraced the self-deprecating nature of the campaign to ask America to make a clean start with him and PowerBar by pledging to do something positive. People got a free bar and PowerBar got the attention they craved.