RXBar ends Ice-T campaign, shifts marketing message from ‘No B.S.’ to ‘simple good’

RXBar is moving its marketing to concentrate on the components it utilizes with less focus on the ““ No B.S. ” objective that ’ s become part of the protein bar brand name because its early days.

A year back, rap artist and star Ice-T was the face of RXBar in its very first significant project , which originated from Wieden &&Kennedy Portland. Now, the brand name is working under the management of a brand-new chief marketing officer, with the aid of a concealed firm, to spread its message of ““ easy excellent. ”


“ We wished to return into a great deal of the DNA and the tradition on which the business (and) the item was developed on, ” states Chief Marketing Officer Victor Lee.

The ““ easy great ” message is, in numerous aspects, a much safer line than “ No B.S. ” Yet, like in 2015 ’ s project, it is still made with a nod and a wink. In among the brand-new digital video advertisements, a hand providing the middle finger to the hand of another individual getting an RXBar is blurred out.

The brand name, which was gotten by Kellogg Co. in 2017, on Monday likewise started offering its brand-new oats item on its site. It prepares to broaden circulation of the cups of oats, almonds, dates, egg whites and other components, into shops and with Amazon.

Lee signed up with RXBar in early 2019, months after the project including Ice-T was running.

““ What we didn ’ t do a great deal of in the other one was actually emphasize and display the simpleness of the item itself,” ” he states of the earlier project.


The “ No B.S. ” line stays “ as part of our mantra for the business” ” and will stay on the product packaging, Lee states. The phrasing and the brilliant product packaging with significant active ingredients noted on the front have actually assisted RXBar distinguish itself in the congested protein bar classification, where it contends versus the similarity Clif and Kind, which have actually been calling each other out over their components.

Now, though the focus is on ““ basic excellent. ” There are close-ups of active ingredients such as dates, eggs and nuts in the videos, which were produced online watching. There is a voiceover however the advertisements can be comprehended even if individuals have the noise off, as they may while enjoying on Facebook, Instagram or YouTube, a few of the locations it is set to run. Each of the areas starts with a mock play button, the kind one is utilized to seeing when seeing online videos.

Lee decreased to call the company behind the project. He states the brand name will deal with the concealed store through the rest of 2019.

Media is being managed internal and likewise by a concealed company. Costs wasn’’ t divulged, however Lee positions it in line with in 2015’’ s levels when omitting the broadcast TELEVISION areas that aired in 2018. There are no strategies to run the brand-new areas on TELEVISION.

The bulk of the brand-new digital areas include the bars, however a few of the marketing likewise showcases nut butters, which were contributed to the lineup in 2018.


Read more: adage.com

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