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 for more information and to find the nearest thinkThin retailer using the store locator search option.


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