Jun 12, 2006 6:04 AM, PROMO Xtra

PowerBar teams up with Lance Armstrong to promote healthy
living and its nutrition bars

As part of a longstanding partnership, PowerBar is collaborating with championship cyclist Lance Armstrong to launch a sweepstakes and mobile tour to motivate consumers to live healthily while promoting its nutrition bars.

The PowerBar Live Well Livestrong sweeps, which launched last week, supports the Lance Armstrong Foundation (LAF), which inspires people affected by cancer.

Consumers can visit Powerbar.com/promo/livewelllivestrong for a chance to win the grand prize package—a $1,000 donation to the LAF in the winner's name, a trip for two to Austin, TX, to meet Lance Armstrong during the LAF's annual Ride For the Roses fundraising event in October, plus $500 in spending money. The winner will also receive a one-year membership to health club 24 Hour Fitness. The promotion ends Aug. 22.

"We developed the PowerBar Live Well Livestrong program to help raise awareness for the LAF and to educate consumers on ways to lower their cancer risk factors through nutrition and exercise," said Stephanie Brendel, PowerBar marketing manager in a statement.

The sweeps will also award one first-prize winner with a cycling jersey autographed by Armstrong, a two-year subscription to health and cooking magazines and PowerBar Nut Naturals and Harvest Whole Grain bars. Five second-prize winners will receive PowerBar products.

As part of the campaign, PowerBar will also donate $200,000 to the LAF and will feature the foundation's signature yellow Livestrong wristband on the wrappers of PowerBar Nut Naturals and Harvest Whole Grain nutrition bars.

P-O-P materials will be featured in grocery stores throughout the country, including regional Whole Foods Market and Wild Oats Markets locations, to raise awareness for the LAF and inform consumers about PowerBar's products.

In addition, a Live Well Livestrong regional mobile tour will visit music, art, food and wine festivals and select LAF events in more than 11 cities through August to encourage public support for the LAF's mission, and to educate consumers about living a healthy lifestyle and reducing cancer risk factors.

At each event, an interactive PowerBar kiosk will serve as a nutrition information station for consumers, and will allow them to visit the PowerBar Web site to register for the sweeps. More than 400,000 samples of PowerBar Harvest and PowerBar Nut Naturals bars will be distributed during the tour.

PowerBar has been the exclusive energy product sponsor of the Lance Armstrong Foundation since 2001, and has sponsored Armstrong for more than 10 years.

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