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RXBAR is heading back to its fitness roots with the protein bar'due south first new entrada in nearly ii years. While the Kellogg-endemic make is known for unproblematic ingredients and a "no B.Southward." philosophy, its latest campaign marks a shift abroad from spotlighting production in ads and instead positions RXBAR as a broader wellness-focused label.

"Put It All Out There" launched on Feb. 16 with a serial of amusing spots portraying individuals' unique fettle pursuits — from a man in a banana suit running a marathon to a couple attempting unconventional yoga poses. A 3rd video depicts a guy dancing then enthusiastically during a hip-hop course that he misses the choreography.

The artistic wraps with the tagline "If you lot got it, flaunt it," tying into RXBAR's tactic of list a product'south ingredients on the front of its packaging. The new campaign embraces transparency, an attitude that has defined RXBAR since its 2012 launch, but was crafted to also empower consumers to "go for it" in 2021 in regards to wellness, co-ordinate to the company's Vice President of Marketing Julia Adams.

"You don't have to exist running a marathon, it tin can be simply getting up and going for a walk in the morning or doing that 10-minute stretch during work," Adams said. "In showing that, product will ever be a large component of our marketing messages because we need to tell people what nosotros are and why they should buy the states, but where we'll continue to evolve is in the emotional connectedness with our fans."

From fitness to ingredients and back

RXBAR's leap campaign, which runs through June 30, volition run equally six- to xxx-2nd clips on addressable and connected TV, online video, digital brandish ads, social, audio and endemic channels. While "Put It All Out There" was designed to reboot the brand's fitness focus, the entrada intentionally embraces a broader definition to include numerous aspects of health.

"When we think about what wellness ways to our fans, fettle is a component, but it's also about nutrient and nutrition — hence why they eat RXBARS — and it'south about that mindfulness attribute likewise," Adams said.

Expanding that focus could brand RXBAR feel more than accessible to a wider audience than just fitness buffs. To support that expansion, the brand in recent weeks has ramped upwardly content production on its blog, titled "Real Talk," to include diet tips, mental health advice, a recipe hub and at-abode workouts. Insights from RXBAR customers helped to inspire the content revamp, which as well includes partnerships with brand ambassadors such as "The Bachelor" contestant Peter Kraus, dietitian Mia Swinehart and Peloton coach Marry Love.

"Prior to launching this entrada, we went back to talk to our heaviest consumers to discover out what motivates them," Adams said. "They're a very intentional grouping when it comes to thinking about wellness and fitness."

Before the new campaign, RXBAR for the past ii years had remained relatively tranquility on the advertizement forepart. In 2018, the brand initiated its "No B.S." messaging with rapper and role player Ice-T to put production and simplicity at the forefront. That work by Wieden+Kennedy'southward Portland studio revolved around posters stating exactly what is in the production or describing the poster itself. Large bold text displayed self-aware messages like "Food," "One blue affiche" and "Really big words." A billboard in New York Metropolis read "Barely noticeable RXBAR poster in Times Square." The "No B.S." mantra remains a fundamental part of the brand's approach and still appears on its brightly colored packaging, which has helped RXBAR differentiate itself in the crowded protein bar category dominated past Kind and Clif, the latter of which revealed plans this calendar week to ramp up sustainability and double the company's sales to $2 billion.

The Kellogg-endemic brand again homed in on clean ingredients with a "Uncomplicated Good" effort in 2019 that depicted close-upwards shots of dates, eggs and nuts, followed by a big influencer push in early on 2020 to promote limited-edition flavors.

Edifice on early social video success

RXBAR's emphasis on uncomplicated ingredients was notwithstanding a vital part of its marketing strategy in early on 2020, merely the pandemic quickly spurred a more than concentrated focus on fitness every bit the wellness crunch cut out key opportunities for RXBAR consumption, like later on hitting the gym or commuting to work. The bar category overall saw a dip in sales growth since the pandemic'southward onset, though continued consumer interest in functional ingredients and health may bode well for the category, according to the IRI's State of Snacking report. Within 48 hours of the starting time lockdowns in the U.Southward. last bound, RXBAR had turned its Instagram folio into an online fettle hub, dubbed RXercise, to help consumers stick with their good for you lifestyles during the wellness crisis that closed about gyms, according to Adams.

"... Product will always exist a big component of our marketing messages because we demand to tell people what we are and why they should buy usa, merely where nosotros'll continue to evolve is in the emotional connection with our fans."

Julia Adams

Vice president of marketing, RXBAR

"The center of the launch of RXercise was that we wanted to be there for our community, and we really focused on giving them what they lacked at that moment versus pushing our product — and it worked," Adams said.

Since March, the RXercise videos have generated more than 155,000 views, per details shared with Marketing Dive. Now, the make is looking to build on that initial success in longer-form video on social media by exploring IGTV and TikTok.

"It really gets back to post-obit the consumer trends and where our fans are spending their time," Adams said.

Additional content across buzzy video platforms could extend RXBAR'southward reach among consumers online, as well equally help to solidify its positioning as an approachable, wellness-minded brand. Embracing a broader definition of fitness to include nutrition and mindfulness gives additional legs to "Put It All Out There," particularly as some consumers experience the slog of pandemic fatigue after a year of staying at home.

"It's the positivity and the optimism. We desire to be there for consumers and our fans yet they need u.s.," Adams said. "Nosotros're seeing that having those resource accompanied by a dose of positivity is really helpful."