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.


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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands