Clif Bar and Company: Marketing to a new country – challenging the American stereotype that Canada is the 51st state

CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.

Summary

US brands are notorious for treating Canada like the 51st state. CLIF wanted to get below the surface stereotypes, get curious about their Canadian cousin, deeply understand what 'Canadian' means and ultimately develop products and communications mor