Luna bars aim for levity, diet education with Web series

The Neighbor agency has created a Web-based series called "Debunking the Diet" for Luna bars. The show, hosted by Funny or Die comedian Erin Gibson, is intended to combine humor with diet and nutrition education. Clif Bar & Co., Luna's owner, will advertise the series on fitness and humor sites, and will rely on event marketing and sampling tactics as well as social media for the brand. "With the rise of social media, we found a lot of great new opportunities online, and we can leverage Facebook and Twitter to have a conversation with women," says Luna Brand Director Rosa Compean.

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