Dive Temporary:
- RXBar is countering conventional “New 12 months, New You” advertising messaging related to New 12 months’s resolutions with a marketing campaign that combats “B.S.” in adverts, in response to a press launch.
- The trouble, meant to focus on the model’s easy substances, features a B.S. Blocker Truck that can tour New York Metropolis on Jan. 3. Native customers can textual content a delegated quantity to report “poisonous” adverts, and the truck will then seem to dam them.
- Moreover, a social media call-to-action will encourage customers to share what they plan to go away behind within the new 12 months to obtain a reduction code. A partnership with social media persona @dudettewithsign and extra out-of-home activations in New York spherical out the hassle.
Dive Perception:
After the indulgence of the vacation season, the flip of the 12 months has historically been a time for a sure sort of marketer to dominate the dialog, particularly these selling health, wholesome consuming and different services and products usually related to New 12 months’s resolutions. Nonetheless, such advertising usually promotes unrealistic expectations, a fact that RXBar is searching for to fight with its newest marketing campaign.
Central to the model’s effort is its B.S. Blocker Truck, which is able to tour New York Metropolis on Jan. 3 and invite customers to textual content a delegated quantity to report the poisonous adverts that they’re uninterested in seeing. The truck will then block the adverts — actually — to as a substitute encourage messages of authenticity and self-acceptance. Moreover, the model will take over prime billboard areas within the space to remind customers that they don’t want to alter.
RXBar will even encourage customers to share their very own B.S. blocking resolutions through social media in change for low cost codes and has partnered with @dudettewithsign, a social media determine recognized for holding up cardboard indicators with daring messages, who will encourage individuals to name out what they intend to go away behind in 2025. The marketing campaign was dealt with in partnership with inventive company Tombras.
Its newest marketing campaign isn’t the primary time RXBar has embodied a “no B.S.” mantra. In 2021, the model launched “Put It All Out There,” a marketing campaign that embraced a broader definition of health to incorporate vitamin and mindfulness. Inventive for the marketing campaign ended with the tagline “In the event you obtained it, flaunt it,” messaging meant to tie into RXBar’s tactic of itemizing a product’s substances on the entrance of its packaging.
Different entrepreneurs have additionally sought to reject poisonous “New 12 months, New You” messaging just lately, notably within the health business. In December, Orangetheory launched a model marketing campaign and platform entitled “Each Purpose is the Proper Purpose,” an effort that facilities across the variety of Orangetheory members and the multitude of the reason why they might go to the gymnasium.
