RXBar: "Anti-Ads" Ads

RXBar: "Anti-Ad" Ads

RXBar has revolutionized protein bars for consumers. The bar has become highly popularized by people everywhere: athletes, on-the-goers, students, even kids (RXBar has a kid’s line with more proportional-friendly servings). The bars are health conscious, with only 5-6 ingredients per bar. The ingredients are all naturally occurring with no added sugar, dyes, preservatives, etc.  Some of their most popular include chocolate sea salt (made up of egg whites, almonds, cashews, dates, and spices), peanut butter (egg whites, peanuts, dates, spices), mixed berry (egg whites, almonds, cashews, dates, spices) and chocolate peanut butter) egg whites, peanuts, dates, spices). Besides their health and clean classification, the bars popular for their satisfying, filling, and easy to grab-and-go nature. 

But the marketing team for RXBar wanted to create an ad campaign that was different from other protein bars and granola bars in the industry. “No B.S.” has been stamped on each RXBar product packaging, creating a sort-of brand stamp for the company. The “No B.S.” is listed right under the simple ingredient list of the packaging. In looking at the packaging of the bars and RX product line, everything is simple and clean with no overly-stylized colors, fonts,  or vectors. Much like the product itself, the packaging is simple. And that’s what the marketing team wanted with its ads. So, they ran what they called a “aggressively simple” campaign. Thus was born print ads that are anti-ad in that they are showing the consumer what they already know by telling them precisely what they are looking at.   

            These ads are incredibly engineered for brand consistency. Like the RXBar products, they are telling the consumers and viewers exactly what they are looking at. It’s a genius marketing move. The fonts are consistent with the brand packaging, as are the colors. And of course, they include the tagline “No B.S.” tucked away small, but visually in the corner of each ad. 

Visually, the ad is not overwhelming: it has simple typography and includes only the text and a small picture of an RXBar. Simultaneously however, it is eye-catching because it is so simple. And the text itself (i.e. “This is a headline” and “This is the word ‘Maple’ really big.”) is satirical, comical, and connotes a fun-loving nature behind the brand. They know the truth of their marketing and commercializing; they want consumers to laugh along with them. 

The marketing team mixed large, bold, simple fonts with colors that are vibrant and coherent with the product packaging. It makes for a consistent brand image and message: clean, simple, understandable, no hidden agenda. 

Wohl., J., Wohl, J., & Jessica. (2018, August 08). 'I'm famous and this is a commercial': Ice-T tells it like it is in protein bar ad. Retrieved from https://adage.com/article/cadent/ice-t-delivers-rxbar-s-b-s-message-campaign/314531/