Power Crunch had a lot of things going for it - a light, crispy, wafer-like cookie with a creamy filling that sets it apart from its denser, chewier competition; a variety of tasty flavors; less sugar than any other bar on the market; and Proto-Whey, a high-quality source of protein exclusive to the brand. However, the Power Crunch identity lacked vitality, and the product's benefits got lost in the overly busy packaging design. DRA created a cleaner, stronger identity and streamlined the product's packaging for a fresh, powerful integrated branding program that includes packaging, caddies, POP displays and print ads. Lets just say we took a bite out of the competition.