CHICAGO — RXBAR, a brand under the Kellanova umbrella, unveiled its “The BS Blocker” campaign, which rejects the pressure of the “New Year, New You” messaging commonly associated with January and New Year’s resolutions.
“January often brings a flood of narratives that implores people to make unrealistic changes in their lives, and we think that’s BS,” said Eileen Flaherty, director, brand marketing for RXBAR. “Our brand has always been about simplicity, realness and no BS — and this campaign is an extension of that. We want to help people kick-off the year without the guilt or nonsense.”
On Jan. 3, the brand will roll out the BS Blocker Truck, which will drive around New York City and feature an ad-blocker to hide toxic messaging. Consumers can text 646-522-9039 to see the truck cover ads in real-time. RXBAR will also unveil billboards with similar messaging across the city.
“Our brand has always been about simplicity, realness and no BS — and this campaign is an extension of that.” — Eileen Flaherty | director, brand marketing | RXBAR
Online, consumers are encouraged to comment on the brand’s Jan. 7 Instagram post about the “toxic BS” they’re rejecting in 2025 and share it to their story. They will then receive a discount code redeemable on RXBAR.com through Jan. 31.
To round out the campaign, the Kellanova brand is using influencer marketing to spread the campaign further by partnering with @dudettewithsign, a content creator known for her humor and relatability.
Other brands and organizations, such as Hostess’ Twinkies and the Grain Foods Foundation, have also expanded their reach through partnerships with online influencers.
