Table of Contents
CHICAGO – RXBAR, a Kellanova brand, is rejecting the pressure-packed "New Year, New You" messaging that floods every January. Instead of pushing unrealistic transformations, the brand's latest campaign, The B.S. Blocker, encourages self-acceptance and authenticity. With its signature "No B.S." ethos, RXBAR is calling on people nationwide to ditch the noise and embrace who they are guilt-free.
Starting January 7, RXBAR invites fans to share the "New Year B.S." they're leaving behind in 2025. By commenting on RXBAR's Instagram post (@RXBAR) and sharing it to their story, participants will receive a discount code valid on RXBAR.com through January 31. It's a simple way to start the year by saying "no" to the nonsense.
Taking the message to the streets, RXBAR is launching the B.S. Blocker Truck in New York City on January 3. This unique vehicle will patrol the city equipped with an ad-blocker designed to cover toxic, guilt-driven messaging. New Yorkers can report these ads by texting sightings to 646-522-9039, and the truck will respond in real time to cover them up. Complementing this activation, RXBAR is replacing traditional "New Year, New You" billboards with positive, honest affirmations, reminding everyone they're already enough.
"Every January, we see a wave of messaging that pushes unrealistic changes, and we think that's B.S.," said Eileen Flaherty, Director of Brand Marketing at RXBAR. "Our brand has always stood for simplicity, realness, and no B.S. With this campaign, we're inviting everyone to kick off the year on their terms, free from guilt and unnecessary pressure."
RXBAR is amplifying its campaign with a partnership with @dudettewithsign, a relatable content creator known for calling out everyday absurdities with humor and wit. Her direct, no-nonsense style aligns perfectly with RXBAR's mission, encouraging fans to reject toxic expectations and focus on authenticity.
Through The B.S. Blocker campaign, RXBAR continues prioritizing what matters most: realness, simplicity, and achievable goals. Just as its protein bars feature real, recognizable ingredients, this campaign invites people to strip away the noise and start the year with confidence, purpose, and a little more joy.
For updates and more, follow RXBAR on Instagram, TikTok, or visit RXBAR.com.
