Dive Transient:
- RXBar is constructing on its model platform centered on combating B.S. with a Google Chrome browser extension that removes company jargon from social media, per particulars shared with Advertising Dive.
- The Kellanova model’s The B.S. Feed Filter scans the person’s community for widespread buzzwords (for instance: “disruptor”) and blocks out the fluff. RXBar is asking followers to share their least-favorite phrases on-line to be added to the blocker codebase, which can be up to date over time.
- The extension is a part of RXBar’s “Proud Sponsor of No B.S.” platform, which beforehand tackled unrealistic New Yr’s resolutions. The messaging technique aligns with the model’s give attention to authenticity and transparency, embodied within the easy record of elements displayed on its packaging.
Dive Perception:
RXBar is needling individuals who overuse company lingo on LinkedIn and different social networking platforms with its new Chrome characteristic. The branded browser extension is designed to get rid of tiresome phrases and phrases that have been as soon as relegated to inner electronic mail chains and TED Speak phases however have leaked out into the bigger on-line sphere amid an increase in hustle-culture influencers.
A promotional video reveals workplace staff standing solitary on a hilltop as a deluge of cringe-worthy posts float round them. “I simply finalized my divorce … Right here’s what it taught me about B2B advertising and marketing,” reads one. It goes on to spotlight phrases like “catalyze transformation,” “disruptor” and “transfer the needle” which might be emblematic of wannabe thought chief fluff, or what RXBar deems B.S.
Posts that fall afoul of the Chrome extension’s sniff take a look at are slapped with a colourful overlay that reads, “This put up accommodates B.S., so we filtered it out of your feed.” The messages carry the RXBar branding and “No B.S.” tagline.
RXBar has lengthy leaned into pushing towards traits its views as phony, and has just lately ramped up its “no B.S.” advertising and marketing initiatives. Across the New Yr, it requested customers in New York to determine advertisements selling poisonous resolutions and despatched out a B.S. Blocker Truck painted like one in every of its snack bars to impede them. Tombras is the Kellnova model’s inventive company.
Different entrepreneurs have embraced novelty browser extensions and plug-ins as a approach to join with customers looking for a light-hearted distraction. Cheetos earlier this yr launched a instrument that swapped out common net fonts for intentionally sloppy ones meant to imitate writing performed with a non-dominant hand (as a result of the dominant one is busy snacking on Cheetos and lined in orange cheese powder). The Different Hand Font dropped in time for Nationwide Handwriting Day in January.
For RXBar, revolutionary advertising and marketing might be an vital differentiator because the protein and better-for-you snack bar class will get extra crowded. Among the many model’s upstart rivals is David Protein, which was launched by RXBar co-founder Peter Rahal and Zach Ranen in 2023.
