Kellanova’s RXBar challenges ‘New Year, New You’ messaging
RXBar’s “No B.S.” ethos is front and center in a new campaign from Kellanova. Rejecting the “cultural conversation” that dominates every January with “New Year, New You” messaging, the brand has developed a campaign encouraging self-acceptance.
The campaign includes a “B.S. Blocker Truck,” which will drive to locations throughout New York City on January 3. The truck, outfitted with an ad blocker, will be deployed in response to consumer reports of “New Year, New You” messaging. RXBar will also take over prime billboard placements across New York City with encouraging reminders. RXBar has partnered with @dudettewithsign, a content creator known for “highlighting everyday B.S. with humor and relatability.”
Beginning January 7, RXBar encourages consumers to participate in the campaign by commenting on the RXBar Instagram (@rxbar) about the messages they are rejecting and sharing the RXBar No B.S. post to their story. Participants will receive a discount code redeemable on rxbar.com through January 31.