RXBAR Challenges 'New Year, New You' B.S., Empowering People to Block Out Toxic, Self-Improvement Messages

The campaign features a B.S. Blocker Truck, bold billboards, and
sparks a social conversation to reject unrealistic expectations

CHICAGO, Jan. 2, 2025 /PRNewswire/ -- RXBAR is calling B.S. on the cultural conversation that dominates every January—the pressure to overhaul your life with unrealistic and pervasive "New Year, New You" messaging. The brand is rejecting this exhausting cycle by challenging inauthenticity, celebrating self-acceptance, and encouraging people to leave the B.S. behind. Introducing: The B.S. Blocker, a bold campaign that puts the RXBAR "No B.S." ethos front and center and asks people around the country to join in blocking out the noise.