- RXBar is countering traditional “New Year, New You” marketing messaging associated with New Year’s resolutions with a campaign that combats “B.S.” in ads, in keeping with a press release.
- The effort, meant to spotlight the brand’s straightforward ingredients, features a B.S. Blocker Truck that can tour New York City on Jan. 3. Local consumers can text a delegated number to report “toxic” ads, and the truck will then appear to dam them.
- Additionally, a social media call-to-action will encourage consumers to share what they plan to go away behind in the brand new 12 months to receive a reduction code. A partnership with social media personality @dudettewithsign and extra out-of-home activations in New York round out the trouble.
After the indulgence of the vacation season, the turn of the 12 months has traditionally been a time for a certain sort of marketer to dominate the conversation, specifically those promoting fitness, healthy eating and other services and products generally associated with New Year’s resolutions. However, such marketing often promotes unrealistic expectations, a truth that RXBar is searching for to combat with its latest campaign.
Central to the brand’s effort is its B.S. Blocker Truck, which is able to tour New York City on Jan. 3 and invite consumers to text a delegated number to report the toxic ads that they’re bored with seeing. The truck will then block the ads — literally — to as a substitute encourage messages of authenticity and self-acceptance. Additionally, the brand will take over prime billboard spaces in the world to remind consumers that they don’t need to alter.
RXBar will even encourage consumers to share their very own B.S. blocking resolutions via social media in exchange for discount codes and has partnered with @dudettewithsign, a social media figure known for holding up cardboard signs with daring messages, who will encourage people to call out what they intend to go away behind in 2025. The campaign was handled in partnership with creative agency Tombras.
Its latest campaign isn’t the primary time RXBar has embodied a “no B.S.” mantra. In 2021, the brand launched “Put It All Out There,” a campaign that embraced a broader definition of fitness to incorporate nutrition and mindfulness. Creative for the campaign ended with the tagline “If you bought it, flaunt it,” messaging meant to tie into RXBar’s tactic of listing a product’s ingredients on the front of its packaging.
Other marketers have also sought to reject toxic “New Year, New You” messaging recently, particularly within the fitness industry. In December, Orangetheory launched a brand campaign and platform entitled “Every Reason is the Right Reason,” an effort that centers around the variety of Orangetheory members and the multitude of explanation why they might go to the gym.
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