CLIF BAR ATHLETE AND PROFESSIONAL SURFER, KEELY ANDREW HAS SURFED HER WAY INTO THE SPOTLIGHT IN AUSTRALIA AND ALL OVER THE WORLD!
You could be her biggest fan, or maybe you haven’t heard of Keely Andrew, either way – read on. This article explains why retailers should care about the relationship between CLIF Bar and Keely and how to capitalise on celebrity endorsements to increase sales. We’ve also added some extra info on Keely for those surfing fans!
Keely’s become a prominent role model for young women in Australia. She’s an Aussie girl in the spotlight to the millions that follow the World Surf Tour.
Keely Andrew competing at the 2017 Hurley Pro at Trestles, California.
Her high exposure isn’t just pushing the surfing industry in Australia, but her alignment with CLIF Bar is impacting the brand in a positive way.
“The CLIF Bars themselves are a good snack to have during a long surf session. They taste good and a single bar is so filling.” – Keely told us.
Approximately 10% of the Australian population surf – that’s almost 2.5 million.
It’s more than just a substantial number; surfing has become an iconic Australian sport since being introduced by Hawaiian Duke Kahanamoku in 1915. Surfing plays a huge part in Australian culture and identity.
When a brand aligns itself with such a prominent sport and sports star, its ability to increase sales is highly anticipated.
Why is celebrity endorsement important to retailers?
You’re a fast-paced, successful retailer and time is certainly not a factor that’s on your side. Juggling your business and ensuring it’s performing at its best, while maintaining your personal life can prove a challenge. Why add extra pressure by stocking products that you’re not sure about? You want brands that support your sales with marketing that increases brand recognition and ultimately ‘sell themselves’.
Celebrity endorsements are not a new concept and are based on simple logic – people idolise celebrities. If a brand can effectively align themselves seamlessly with a celebrity, then consumers are prompted either subliminally or directly to buy. What’s key here, is ensuring that the brand is well-aligned with the celebrity.
You wouldn’t necessarily see an increase in sales if CLIF Bar was to say align with a celebrity famous for creating ‘dramatic make-up looks’. It’s the wrong alignment. This would confuse consumers and create the opposite desire that a brand would want.
For CLIF Bar, outdoor, adventure-driven sports are the centre of the brands focus, so to align with athletes that share this passion is a perfect example of effective celebrity endorsement.
Reports from Marketwatch identified that just one endorsement can spell an increase in sales by 4%, almost immediately.
The brand value added by celebrities isn’t just immediate but also profound. Such partnerships add legitimacy to a brands identity.
While CLIF Bar is the number one energy bar in USA and Canada, breaking into a new market can always be a challenge. CLIF Bar can better build relationships with Australian consumers by creating these alignments with Australian athletes.
With CLIF Bars dedicated approach, it’s grown exponentially since launching in the Australian market 5 years ago. The last two years alone has seen triple digit growth!
Sponsored Athletes and CLIF Bar
It’s always been important for CLIF Bar to support amateur and professional athletes across the globe. They currently sponsor over 1,500 athletes across the world with several Aussie-based. One of course is the incredible young surfer, Keely Andrew. Take a look into all the Australian sponsored athletes here.
At just 23 years old, Keely has been competing for eight years and has been sponsored by CLIF Bar for almost two of those years. In that time, she has had some fantastic results in her field.
More about Keely Andrew
Like Unique Health Products, Keely is a Sunny Coast, Queensland local. Winning a World Title has been her focus but her journey to reach this goal has seen her already complete incredible achievements, including:
– 1st Port Taranaki Pro 6000 WQS 2015
– 2nd El Salvador Pro 6000 WQS 2015
– 1st El Salvador Pro 6000 WQS 2016
– 5th US Open Of Surfing WCT 2016
– WSL Women’s Rookie of the Year 2016
– 5th Roxy Pro Snapper 2017
– 5th Oi Rio Pro 2017
“I hope to represent strength and be a role model and inspiration to all aspiring young women in Australia and abroad.” Says Keely.
Lakey Peterson is also a CLIF Bar sponsored athlete and an idol of Keely’s. “I look up to Lakey most on the CLIF Bar team. She has amazing work ethic and surfs incredibly well.” Says Keely.
Keely’s relationship with CLIF Bar
“My favourite CLIF Bar product is the energy gels.” Keely told us, “When I’m competing I often have long days at the beach and so it’s always helpful to have a gel to boost my energy levels before paddling out for a heat.”
CLIF Bar supplies a full range of Bars, SHOT Energy Gels and BLOKS Energy Chews to Keely that she uses within her training and while competing.
CLIF Bar partnered with Keely Andrew early into her career as a professional surfer and looks forward to an ongoing positive partnership as the athlete shreds towards her goal to take home a world championship title.
What’s the World Surf League?
For those unaware of The World Surf League (WSL), they organise the annual tour of professional surf competitions and broadcasts the events live.
The league captures all the athleticism, drama and adventure of competitive surfing, bringing together the world’s best male and female surfers in the most remote and exotic locations in the world.
When asked what it was like to be a part of the Championship Tour in the World Surf League, Kelly answered – “It’s hard work but definitely a lot of fun. Travelling the world competing against the best female surfers in the world is pretty special.”
Find out more on the world surfing league website.
Get the most out of CLIF Bars exposure with sponsored athlete. Request posters for your retail environment that feature the sponsored athletes and help directly target your consumers and sell more.
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