LUNA Bar Some Day Is Now Backdrop
WORK / SOMEDAY IS NOW

LUNA Bar – Someday Is Now

THE CHALLENGE
For nearly two decades, LUNA Bar (a Clif Bar brand) has been committed to inspiring women and demanding equality be a right, not an option. LUNA launched its first Equal Pay Day campaign in 2017 (called “Someday is Now”) and for Year Three really wanted to do something special. When they heard about the disparity in World Cup compensation for female players versus their male counterparts, they found their “something special”.
Someday Is Now Panel
THE IDEA
LUNA Bar was looking to be a part of this conversation in a meaningful and impactful way. With assistance from Advantage, LUNA Bar became the talk of Equal Pay Day. Believing in equal pay for equal work, LUNA Bar gave each of the 23 women named to the 2019 U.S. Women’s National Team (USWNT) a donation of $31,250, presented on Equal Pay Day (April 2, 2019). That amount is the difference between the women’s and men’s World Cup roster bonus for making the team. The video announcing this payment, shown on LUNA Bar’s social channels as well as their YouTube channel, garnered more than 14 million impressions. This more than tripled the impressions gained from the two previous years of the “Someday Is Now” campaign. The story of “Someday is Now” spread like wildfire, getting picked up by major news outlets like ESPN, The New York Times, USA Today, and NBC Sports, just to name a few. Closing the gap in compensation was a great start, but LUNA Bar wasn’t done yet. They wanted to keep the conversation going.
U.S. Fan Spotter Program
The U.S. Fan Spotter Program took place throughout the streets of Paris during the 2019 FIFA World Cup. LUNA Brand Ambassadors hit the streets of the host city looking for fans of the U.S. Women’s National Team and provided them with blue “Someday Is Now” LUNA Bar laces. The laces represent a symbol of equality while also expressing their support for the U.S. National Team. The LUNA laces had the Someday is Now slogan on them and fans were encouraged to post and share on social media using #SomedayIsNow. All and all, LUNA gave out a total of 5,000 laces to USWNT fans across the city.
U.S Fan Spotter Program
#SomedayIsNow Forum
LUNA Bar also hosted an important forum during the World Cup called the #SomedayIsNow Salon. Held inside the Eiffel Tower, the forum featured  discussions about  the future of equality and the struggles and sacrifices that female athletes have made over the years. Moderated by Catt Sadler, formerly of E! (who quit E! after she learned her male co-host earned twice the pay), the panel included tennis star Venus Williams, retired soccer player/ESPN commentator Julie Foudy, and hockey player Hilary Knight.
The forum successfully put LUNA Bar right at the forefront in the fight for equality. The forum panelists spoke on what equality means to them, what it means for our future generations, and how we can maintain the courage to keep fighting for it. The panel was livestreamed on LUNA’s social channels and garnered approximately 100,000 live views.   In addition to the live social media audience, the #SomedayIsNow Salon was attended by several power players in the world of sports, such as representatives from FIFA, WNBA, Associated Press, New York Times and ESPN.  The event garnered 405,288,851 impressions across 114 earned media placements.
LUNA Bar Someday Is Now Panelists
THE RESULTS
Overall the LUNA Bar partnership with the United States Women’s National Soccer Team Players Association was a soaring success. At the outset of this activation, LUNA Bar set the objectives of driving earned media and awareness of the brand and to further their mission of equality in the workplace and everything that Someday Is Now represents. From the Equal Pay Day announcement on April 2nd through the FIFA Women’s World Cup Final, the Someday Is Now campaign hit all the right marks and earned the brand just shy of 4 billion impressions.
Someday Is Now Letters
Someday Is Now Forum

From the Equal Pay Day announcement on April 2nd through the FIFA Women’s World Cup Final, the Someday Is Now campaign hit all the right marks and earned the brand just shy of 4 billion impressions.

Someday Is Now Video Showing
Equal Pay Day