PowerBar Enlists NBA For Product Launch

PowerBar has signed on as a partner with the NBA's Rhythm 'n Rims mobile tour to promote its new energy bar, PowerBar Triple Threat. It is the first time the packaged product has tied in with a national sports league.

PowerBar Triple Threat is teaming up with the NBA

Rhythm 'n Rims is the league's interactive basketball and music tour that runs from April to August with basketball activities and live musical performances.

As a marketing partner of NBA Rhythm 'n Rims presented by Sprite, PowerBar and the NBA will host the PowerBar Triple Threat 3-on-3, a basketball competition targeting NBA fans in major cities nationwide. PowerBar will sample its Triple Threat line at the events as well.

Triple Threat consists of two crispy and two layered offerings—the layered Caramel Peanut Fusion and Chocolate Caramel Fusion and the Chocolate Peanut Butter Crisp and Caramel Peanut Crisp flavors. The products are distributed via grocery and convenience stores, health food and drug stores, club and mass merchandise outlets and via the PowerBar.com Web site.

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