RXBAR Protein Snacks Wants to Cut Out Wellness Industry B.S.

New work from RXBAR and Rethink: RXBAR Core is a new masterbrand campaign anchored by :30, :15. and :06 OLVs, social, digital, and wild postings.  

Everyone knows there’s a lot of B.S. in the wellness industry. Health and fitness has become inseparable from social media - filled with fake perceptions of perfection, and unrealistic beauty and lifestyle standards. RXBAR believes in keeping things real, and wants to show what’s really going on behind the filters: that the only tried and true way to a healthier life is putting in the work and eating right.

With its new campaign, the goal is to show that even though RXBAR is a great bar for those focusing on wellness it doesn’t believe in the B.S. that comes with it. This campaign shows what no B.S. looks like: putting in hard work consistently, without worrying about the unrealistic lifestyle and beauty standards portrayed by the majority of the wellness industry. 

Led by Rethink, the campaign’s visual inspiration came from knowing all the things that RXBAR doesn’t want to show. You won’t find glamorous, sweat-free, photoshopped heroes - the kind that anyone who’s ever exercised doesn't recognise. The work features actors who look like real people, working out in spaces that aren’t overly stylised or art directed. The film and photography were shot in a gritty, honest way.