RXBAR Challenges 'New Year, New You' B.S., Empowering People to Block Out Toxic, Self-Improvement Messages

Rhea-AI Summary

RXBAR launches 'B.S. Blocker' campaign to challenge typical 'New Year, New You' messaging, promoting self-acceptance over unrealistic expectations. The campaign, starting January 2025, includes multiple initiatives:

The brand is deploying a B.S. Blocker Truck in New York City on January 3, which will physically block toxic advertising when alerted by text messages. Additionally, RXBAR is taking over NYC billboards with positive messaging and launching a social media campaign where participants can share their rejected New Year's B.S. on Instagram for discount codes (valid through January 31).

The campaign features a partnership with content creator @dudettewithsign and aligns with RXBAR's 'No B.S.' brand philosophy, focusing on authenticity and realistic goal-setting. The initiative aims to help people start the year without guilt or unrealistic expectations.

The campaign features a B.S. Blocker Truck, bold billboards, and
sparks a social conversation to reject unrealistic expectations

CHICAGO, Jan. 2, 2025 /PRNewswire/ -- RXBAR is calling B.S. on the cultural conversation that dominates every January—the pressure to overhaul your life with unrealistic and pervasive "New Year, New You" messaging. The brand is rejecting this exhausting cycle by challenging inauthenticity, celebrating self-acceptance, and encouraging people to leave the B.S. behind. Introducing: The B.S. Blocker, a bold campaign that puts the RXBAR "No B.S." ethos front and center and asks people around the country to join in blocking out the noise.

XBAR is asking consumers nationwide to share the New Year B.S. they're saying no to in 2025. Beginning January 7, people across the country can take part by commenting on the RXBAR Instagram (@RXBAR) post with the B.S. they are rejecting in the New Year and sharing the post to their story. In return, participants will receive a discount code redeemable on RXBAR.com, through January 31.  

RXBAR is also taking a literal stand in New York City. The B.S. Blocker Truck will roam the streets on January 3, outfitted with an ad-blocker designed to shield people from toxic messaging. By texting their B.S. sightings to 646-522-9039, participants can watch the truck roll up to cover the ads in real-time. In addition to the truck activation, RXBAR will take over prime billboard placements across New York City, replacing "New Year, New You" B.S. with encouraging reminders that you're already enough. By swapping out the guilt-driven messages, RXBAR aims to bring a little wit and a lot of honesty to the city's streets, while furthering the campaign's nationwide call to action.

"January often brings a flood of narratives that implores people to make unrealistic changes in their lives, and we think that's B.S.," said Eileen Flaherty, Director, Brand Marketing, RXBAR. "Our brand has always been about simplicity, realness and no B.S.—and this campaign is an extension of that. We want to help people kick off the year without the guilt or nonsense."

To further amplify the campaign, RXBAR has partnered with @dudettewithsign, a beloved content creator known for highlighting everyday B.S. with humor and relatability. With her blunt style and sharp wit, she'll encourage fans to call out the "New Year, New You" B.S. they're walking away from this year. Her direct, unapologetic approach perfectly reflects the RXBAR brand mission to celebrate authenticity.

The B.S. Blocker campaign underscores the brand's belief in cutting through the noise and focusing on what truly matters. Just as RXBAR protein bars deliver real, recognizable ingredients, this campaign calls people to strip away the noise and prioritize what is achievable and fulfilling. By promoting confidence and balance, RXBAR hopes to redefine how people approach the New Year—with less pressure and more purpose.

To keep up with what RXBAR has coming next, follow Instagram, TikTok, or visit RXBAR.com.

About Kellanova

Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg's Rice Krispies Treats®, RXBAR®, Eggo®, MorningStar Farms®, Special K®, Coco Pops®, and more, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2023 were $13 billion.

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.

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SOURCE Kellanova

FAQ

What is RXBAR's B.S. Blocker campaign offering consumers in January 2025?

RXBAR is offering discount codes redeemable on RXBAR.com through January 31, 2025, when consumers comment on RXBAR's Instagram post sharing what New Year B.S. they're rejecting and share the post to their story.

How does RXBAR's B.S. Blocker Truck work in New York City?

The B.S. Blocker Truck will roam NYC streets on January 3, 2025, and people can text their B.S. sightings to 646-522-9039 to have the truck physically block toxic advertising in real-time.

What is the duration of RXBAR's discount code promotion for the B.S. Blocker campaign?

The discount code promotion runs from January 7 through January 31, 2025, available to participants who engage with RXBAR's Instagram campaign.

Who is partnering with RXBAR for the 2025 B.S. Blocker campaign?

RXBAR is partnering with social media content creator @dudettewithsign, known for highlighting everyday B.S. with humor and relatability.