An Analysis of the Clif Bar & Company brand, LUNA Bar's Equal Pay Campaign
Open Access
- Author:
- Jean, Elisabeth
- Graduate Program:
- Media Studies (MA)
- Degree:
- Master of Arts
- Document Type:
- Master Thesis
- Date of Defense:
- December 16, 2020
- Committee Members:
- Michelle Rodino-Colocino, Thesis Advisor/Co-Advisor
Amira Rose Davis, Committee Member
Ann Marie Major, Committee Member
Anthony Olorunnisola, Program Head/Chair - Keywords:
- feminist
commodity feminism
marketplace feminism
Pay inequality
Celebrity feminism
Gender marketing
race marketing
Clif Bar & Company
LUNA Bar
Critical Theory
Female athletes
Pay equality
Racial equality
Institutional racism
Narrative analysis
Semiotic Analysis
Friendly-feminism
Corporate feminism
social justice
Social activism
Cause branding
Cause-branding
Black feminism
Western feminism
Feminist critical analysis
Athletes
Pay gap
USWNT
USSF
mainstream feminism
ethics
capitalism
racial justice
women athletes
professional football
professional soccer
soccer - Abstract:
- This research is a feminist critical analysis exploring the Clif Bar and & Company brand, Luna Bar and their 2019 pay gap campaign. The campaign featured a partnership with the United States Women’s National soccer team to address the disparity in pay based on gender in professional work environments and provided general information, specific interviews relating to the team, and Equality Luna Bars for consumption. This research studied how the brand illustrated their support of feminism and the intersectionality regarding all the tools, words, and images used to convey their message. The results showed the complexity between the merging of marketing and social activism. While the campaign provided useful information, and supported a social cause, the campaign fell short in many categories: the feminism represented was limited and targeted to a predominately white community, there was a lack of male involvement and target, and the campaign overall illustrated a corporate-friendly feminism popular within mainstream media. The marketing efforts by Luna Bar presented a perfect example for the ongoing debate regarding marketing ethics, capitalism, and social justice.