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
