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thinkThin® Launches First Multi-Million Dollar National Ad Campaign, Unique in Energy/Nutrition Bar Category

Humorous New Ads Create Awareness for Guilt Free Snacking

LOS ANGELES, July 14, 2014- thinkThin LLC has kicked off a multi-million dollar national advertising campaign, a first for the Los Angeles-based health- and wellness-driven food company. With its new campaign, thinkThin, a manufacturer of nutritionally balanced high-protein bars in dozens of decadent flavors, demonstrates in a tongue-in-cheek fashion that eating healthy and delicious food should not be a trigger of guilty emotions.

The campaign was created by Adams&Partners with media buying by Starcom and represents one of the first investments in the nutrition and energy bar space of this magnitude.

“We all have things that we feel guilty about,” said Chris Adams, executive creative director at Adams&Partners. “This campaign is about laughing at the little things that make us feel guilty every day, while making the more serious point that eating thinkThin bars is something you should never have to feel guilty about.”

Adams&Partners developed the ads to resonate with a female target. In one of the commercials, a group of women is admiring a man at a distance who, once he comes closer, is younger than he looked and turns out to be friends with one of the women’s sons. The spot ends with the slogan: “There are lots of things to feel guilty about…” and when the bar is shown the voiceover says “This isn’t one of them.” The print ads are full-page visuals of the bar and feature the phrase “Guilt free. Unless you steal one.” There will be other variations of the “guilt free” theme in future online and digital ads.

With its innovative campaign, thinkThin is targeting female balanced health seekers ages 18-54. The media buy is a mix of :30 second and :15 second TV, print and online video. The broadcast spots are set to air on network and cable TV. The print ads will run in People Magazine, InStyle, US Weekly, Real Simple Magazine, SHAPE, and Yoga Journal Magazine.

“Functional foods high in protein are one of the hottest trends right now, and thinkThin offers energy bars low in sugar but still decadent and high in protein to keep you satiated,” added Michele Kessler, President of thinkThin LLC. “Now seemed like the perfect time to increase awareness of thinkThin as a delicious product in a category not usually known for great taste.”

thinkThin products are available nationwide at grocery and specialty retailers. Please visit www.thinkproducts.com for more information and to find the nearest thinkThin retailer using the store locator search option.

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About thinkThin LLC®:

Since launching in 1999, thinkThin LLC® has been committed to making food that is as nutritious as it is delicious.  From High Protein Bars that are certified gluten-free to Crunch Mixed Nuts bars made from non-GMO ingredients, thinkThin believes in using high quality ingredients that provide a good source of protein. For more information, please visit www.thinkproducts.com.

Press Releases

New thinkThin® Lean Protein & Fiber™ Bars Deliver Balanced Nutrition to Fuel Summer Fun

Five Decadent Flavors Available in a 150-Calorie Bar Packed with Protein and Fiber

LOS ANGELES, California, June 26, 2014- Summertime brings longer days, warmer weather and busier schedules. In fact, the average American expends up to 20 percent more energy during the summer, according to a national research study1. Just in time to help women stay energized for the summer, thinkThin® has introduced their newest product, thinkThin Lean Protein & Fiber bars. Each bar contains 10 grams of protein and 5 grams of fiber – all for just 150 calories. The nutrition bars are available in five delectable flavors: Chocolate Almond Brownie, Chunky Chocolate Peanut, Salted Caramel, Honey Drizzle Peanut and Cinnamon Bun White Chocolate. Additionally, all flavors are gluten-free and contain just 5 grams of sugar.

“thinkThin Lean Protein and Fiber delivers a balance of nutritional value and taste,” said Lizanne Falsetto, CEO and Founder of thinkThin. “We started with creating bars that are a good source of protein and fiber. Then we dreamed up crave-worthy recipes from classic flavors like Brownie and Peanut Butter to on-trend flavor combinations like Salted Caramel and Honey Drizzle Peanut.”

New product innovations in the nutrition bar category have been focused on meeting growing consumer interest in benefits such as protein, fiber, and products containing 150 calories or less. With thinkThin Lean Protein and Fiber, consumers don’t have to choose and can find all three benefits in one bar. “A lot of consumers, particularly women, think protein bars are for serious athletes only,” added Falsetto. “thinkThin’s goal is to change that perception. We aren’t all body builders or triathletes but we all need a good source of protein. If it’s delicious that’s even better.”

thinkThin Lean Protein & Fiber bars are available nationwide at grocery and specialty retailers. Please visit www.thinkproducts.com for more information and to find the nearest thinkThin retailer using the store locator search option.

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About thinkThin LLC®:

Since launching in 1999, thinkThin LLC® has been committed to making food that is as nutritious as it is delicious.  From High Protein Bars that are certified gluten-free to Crunch Mixed Nuts bars made from non-GMO ingredients, thinkThin believes in using high quality ingredients that provide a good source of protein. For more information, please visit www.thinkproducts.com.

 

Press Releases

thinkThin helps hundreds of women in one night for poverty relief through Whole Planet Foundation®

Socially conscious brands band together at Expo West ‘Think Sisterhood’ benefit

Los Angeles, March 11, 2014 – Over 365 women will have a chance to lift themselves out of poverty through microcredit, thanks to thinkThin’s “Think Sisterhood” event this past weekend at Expo West in Anaheim Calif.

thinkThin hosted the benefit event in partnership with Whole Foods Market® and 19 other natural and organic brands to, raise awareness and funds for Whole Planet Foundation. 100 percent of the $65,000 raised will go to support the foundation’s microlending programs in 59 countries, including the U.S.

“As a female entrepreneur myself, I have seen the struggles that women face to succeed in the workplace, and truly look to use occasions such as this to make a significant impact on the careers of women around the world,” said Lizanne Falsetto, CEO and founder of thinkThin. “These loans provide them with the opportunity to better themselves, their situations, as well as their communities and hope other companies step-up to support the cause. We’re honored to host this event with brands that share our mission to give back to our global communities.”

Narrated by Falsetto, the short film, Think Sisterhood, shared the success stories of three microcredit clients who have changed their own lives through support from microlending programs.

“We’re so grateful for the generosity of thinkThin in producing this event to benefit Whole Planet Foundation,” said Philip Sansone, president and executive director of Whole Planet Foundation. “This benefit is the single largest event contribution since our inception. Whole Foods Market suppliers are making a real difference for microentreprenuers around the globe, giving them the chance for a new life.”

The event also showcased thinkThin’s newest product line, Lean Protein and Fiber™, as well as various microcredit client recipes from around the world. Brand sponsors provided a taste of their newest offerings and showed conscious businesses can help impoverished women and their families. Gold sponsors that donated $5,000 each included: Seventh Generation, Cedars Mediterranean Foods, ORGANIC INDIA, King Arthur, Sundial Brands, Milton’s Craft Bakers, SPICELY Organics and If You Care.

To access the film debuted, please visit thinkThin’s YouTube page. Select images and gold sponsor logos from the event can also be found here.
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About thinkThin LLC®:
thinkThin LLC® embraces weight wellness; the balance of physical and emotional well-being. All thinkThin® products are based on four key nutritional principles: high protein, no sugar, low sugar and gluten free. The thinkThin® product family consists of 10 flavors of thinkThin Protein® Bars to satisfy the on-the-go, active lifestyle; eight flavors of thinkThin Crunch® a fruit and nut snack bar and three flavors of thinkThin Divine®, a decadently nutritious chocolate and coconut bar. For more information on deliciously natural nutrition, please visit www.thinkproducts.com.

Join thinkThin on Facebook https://www.facebook.com/thinkproducts?sk=wall

Twitter @thinkproducts

Pinterest http://pinterest.com/thinkproducts/

 

About Whole Planet Foundation:

Founded in 2005, Whole Planet Foundation is a Whole Foods Market foundation that funds poverty alleviation worldwide where the company sources products. The nonprofit’s mission is to empower the poor living in developing-world communities with microcredit and the chance to create or expand a home-based business and lift themselves and their families out of poverty. As of February 2014, Whole Planet Foundation is funding microlending programs through microfinance institution partners in the U.S. and across 58 countries in Africa, Asia, Latin America, supporting more than 2.4 million people with a chance for a better life. To date, the nonprofit has authorized more than $48 million and disbursed $36 million through microlending partners worldwide. Learn more and donate online at wholeplanetfoundation.org.

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Recipes

Gluten Free S’mores

This updated version of the classic campfire treat is packed with protein, rich in potassium and 100% gluten free and guilt free. Enjoy!

Recipes

Fig Crunch Dessert

This modern Mediterranean recipe layers lusciously sweet figs soaked in port wine with our fiber-packed Crunch Mixed Nuts Bars for a dessert that’s both beautiful and delicious.

Recipes

Caramel Crunch Delight

With this easy-to-make recipe, you can turn our delicious and nutritious High Protein Bars into an ooey-gooey delight the whole family will love!

Recipes

Peanut Butter and Chocolate Protein Blizzard

Packed with 20g of energy-boosting protein and a potassium-rich banana, this creamy homemade treat makes a delicious pre-workout snack.

Recipes

Bacon-Wrapped Crunch

With just two ingredients, this savory and sweet appetizer couldn’t be easier to make. Simply wrap pieces of our thinkThin® Crunch Mixed Nuts Bars in bacon and grill them until they’re golden brown and truly delicious.

Media Coverage

The Business Philanthropy Connection: thinkThin’s CEO on Giving Back & Building an Empire

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