LUNA: more than just a bar

This note was on the back of my Blueberry Bliss LUNA bar last week. Reminds us all what really matters in life.

I have recently become obsessed with LUNA bars. I bought them first in Trader Joe’s this past summer because I was sick of Nature Valley granola bars. I love picking out each LUNA bar individually, creating my own assortment. Besides the great flavor options (multiple ones have chocolate, yum!), each bar has a unique message on its wrapper. Each message is from a woman answering LUNA’s question: “Who inspires you?” Every time I eat a bar, my favorite part is reading its note on the back. It reminds me that everyone has someone special in his/her life whether it is a friend, mom, or whoever. I know I could buy cheaper bars just as tasty, but the special note on the back makes my purchase worth it.

Since we are discussing content marketing in my Social Media class, I thought of the LUNA bar this past week (as I was eating one) and how it’s valuable to me. I found an article, “How Branded Content Can Make an Emotional Connection,” and in addition to discussing LUNA’s content strategy, the article lists the “3 Musts” in order to create the emotional connection with a brand’s audience: 1) “Use real words,” 2) “Create something that others want to be a part of,” and 3) “Stay true to your mission.”

For brands to be successful in content marketing, they need to go beyond talking about their product or company. They need to learn what the audience wants. LUNA delivers value to its target market by sharing articles on its website and celebrating YOU being YOU. Maybe I’m on a feminist roll since I worked for two different companies this summer both inspiring women to love themselves, so I love that LUNA stands for the same. The brand is involved in the community with its LUNA events and causes. LUNA seems to be more concerned with YOU – a strong woman – rather than selling you a LUNA bar.

If you’ve never had a LUNA bar, buy one the next time you’re at a grocery store. My new favorite is Blueberry Bliss (surprisingly, it’s not one with chocolate). And don’t forget to read the note on the back – the best part of the whole LUNA bar experience.