It’s that time of year again. The gyms are packed, “diet starts today” hashtags are trending, and ads everywhere are shouting promises of a “new you.” For decades, New Year’s marketing has followed this predictable script, pushing fitness plans and detox teas wrapped in shiny packaging. But this year, RXBar decided to turn that script on its head—quite literally—with its bold and refreshing B.S. Blocker campaign.
This campaign doesn’t just reject the toxic messaging that comes with traditional New Year’s resolutions—it actively blocks it. Yes, a real truck driving around New York City, physically obstructing ads that consumers have flagged as harmful. It’s a simple idea, but it’s making a loud statement, and brands everywhere should be taking notes.
Taking a stand against “New Year, New You”
Every January, we’re bombarded with messages telling us we’re not enough as we are. RXBar saw the problem and said, “Nope, not this year.” Instead of joining the crowd of brands pushing for change, they doubled down on self-acceptance and transparency—values baked into their DNA.
Their B.S. Blocker campaign goes beyond words. It empowers everyday people to take control of their environment. All they have to do is text a number, report an ad they find toxic, and the truck rolls in to block it. The idea is symbolic and action-oriented, giving consumers a voice in a space where they’re often inundated with unattainable ideals.
From blocking ads to building trust
Let’s break this down. It’s not just about physically blocking billboards as part of the effort. RXBar wants its audience to know, “We see you, and we’ve got your back.” That is a potent message in a society where companies frequently feel cut off from the difficulties faced by their clients.
By turning a passive experience (seeing ads) into an active one (reporting them), RXBAR is creating a deeper level of engagement. It’s not just marketing—it’s a conversation. People aren’t just hearing about RXBAR; they’re interacting with the brand in real-time, and that makes it memorable.
And then, of course, there’s the social media twist. When people are asked to share what they’re giving up in the new year in return for some small reward, like a discount code, the campaign is taken to a whole new level. It’s fulfilling, personal, and participatory—all the hallmarks of an effective approach.
What other brands can learn from RXBAR’s bold move
So, what’s the secret sauce here? And how can other brands, especially smaller ones, take a page from RXBAR’s playbook? Here are a few takeaways:
- Be brave enough to challenge the norm
RXBAR didn’t just tweak the usual New Year’s messaging—they flipped it upside down. If you want your marketing to stand out, sometimes you have to be willing to disrupt the status quo. Think about the narratives in your industry that feel tired or even harmful. Is there a way to rewrite them in a way that feels fresh and authentic?
- Make it more than a campaign—make it an experience
What sets the B.S. Blocker apart is how interactive it is. Consumers aren’t just watching ads; they’re actively shaping the campaign by flagging toxic messages and participating in conversations on social media. People love to feel like they’re part of something bigger, so find ways to bring them into your story.
- Stay true to your brand values
RXBAR has always been about no B.S.—it’s in their tagline, their ingredient lists, and now, their campaigns. This consistency builds trust. Whether you’re a startup or an established brand, your marketing strategy should always reflect your core values. It’s what makes your message feel real.
- Use humor and bold visuals to grab attention
Let’s be real: a truck blocking ads in the middle of New York City is a bold and funny visual. It’s the kind of thing that gets people talking. Humor can be a powerful tool when used thoughtfully, especially when paired with a message that resonates on a deeper level.
- Create opportunities for personal connection
Not only is the request to share what one is leaving behind in the new year clever on the part of this campaign, but it is deeply personal. It takes what would have been a passive ad and makes it a moment of self-reflection and sharing. That kind of advertising stays in the minds of consumers long after the campaign is over.
More than just a campaign—it’s a movement
At the end of the day, RXBAR’s B.S. Blocker campaign isn’t just about selling protein bars. It’s about creating a movement that challenges the way we think about New Year’s resolutions and the messaging that comes with them.
And while not every brand has the resources to send a truck through Manhattan, the principles behind the campaign are accessible to anyone. Whether you’re a solopreneur or a marketing director at a mid-sized company, there’s something to learn from RXBAR’s boldness, creativity, and commitment to authenticity.
So, as we head into this new year, maybe it’s time to ask yourself: What’s the “B.S.” in your industry? And how can you be the one to block it?
FAQ’s
1. How can brands pull off guerrilla marketing successfully?
Be creative and unexpected. Use unconventional methods to surprise your audience, like turning everyday spaces into brand experiences that make people stop and smile.
2. What’s a great example of experiential marketing?
Think Coca-Cola’s “Happiness Machine”—a vending machine that handed out surprises. It wasn’t just fun; it left people with lasting, positive feelings about the brand.
3. How can small businesses try experiential marketing on a budget?
Host small, interactive events. A local café could do a coffee-tasting workshop, creating a personal and memorable connection with customers.