RXBAR, a brand specializing in protein snack bars, is calling “B.S.” on the typical “New Year, New You” messaging, offering consumers discounts for reporting the guilt-driven messaging that usually bombards them each new year.
The company launched its out-of-home (OOH) campaign across New York City with a “B.S. Blocker Truck” — which roamed the streets on January 3 — and billboards sporting a tongue-in-cheek message to shield people from toxic messaging.
The campaign was also interactive. People were encouraged to text sightings of “offensive” messaging to an RXBAR hotline, after which the “B.S. Blocker Truck” rolled up and covered those ads in real-time.
The goal was to spark conversations around unrealistic New Year’s resolutions, expectations, inauthenticity, and self-acceptance.
RXBAR’s Director of Brand Marketing Eileen Flaherty said in a statement that January is often the start of many people’s resolutions to make “unrealistic changes in their lives, and we think that's B.S.”
“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.”
This interactive game with the brand is a clear example of experiential marketing, creating a memorable experience to help it stand out.
This is why experiential marketing agencies focus on creating emotional connections with consumers and fostering brand loyalty.
Focusing on real-life, firsthand experiences, experiential marketing trumps flashy and unsubstantiated self-promotion — which consumers typically drown out.
Levering Partnerships to Combat New Year Messaging
To drive the message home, RXBAR also partnered with content creator @dudettewithsign, who is known for posting humorous takes on everyday situations.
“Yeah totally, I’ll put it on my watch list” pic.twitter.com/KqumhJIB2u
— nisarah (@dudettewithsign) December 3, 2024
According to RXBAR, she will also call out the “New Year, New You” messaging with a direct, unapologetic approach.
Chipotle recently took a similar approach to connecting with people with its “Chipotle segments” challenge. For this campaign, athletes compete via the popular fitness app Strava for a chance at free Chipotle.
