The thinkThin High Protein Bar is putting $9 million behind its first national campaign from Adams & Partners, which will tell snackers they can have a bar without any guilt. Print, digital and TV ads parallel the message with people getting caught doing naughty things, such as a woman ogling a jogger who turns out to be her son's friend. "There are lots of things to feel guilty about. ThinkThin isn't one of them," says one spot.

Related Summaries