RXBar is shifting its marketing to focus on the ingredients it uses with less emphasis on the “No B.S.” mission that’s been part of the protein bar brand since its early days.
A year ago, rapper and actor Ice-T was the face of RXBar in its first major campaign, which came from Wieden & Kennedy Portland. Now, the brand is working under the leadership of a new chief marketing officer, with the help of an undisclosed agency, to spread its message of “simple good.”
“We wanted to go back into a lot of the DNA and the legacy on which the company (and) the product was built on,” says Chief Marketing Officer Victor Lee.
The “simple good” message is, in many respects, a safer line than “No B.S.” Yet, like last year’s campaign, it is still done with a wink and a nod. In one of the new digital video ads, a hand giving the middle finger to the hand of another person grabbing an RXBar is blurred out.