Protein food company, RXBAR is the proud sponsor of No B.S. Where does so much of it live? Professional social feeds. Where does the brand’s target audience hangout? ? Professional social feeds.
So agency, Tombras and RXBAR, have developed The B.S. Feed Filter, a Chrome plug-in that scrubs your professional social feeds (yes, it’s the one you’re thinking of, but not officially) of the worst offenders in corporate jargon.
The brand researched the most egregiously overused terms (ex: disruptor), built them into the plug-in, and is inviting people via RXBAR social channels to share their favourite (or least favourite) buzzwords that will be added to the blocker code-base on an ongoing basis.
The goal? A user-powered crusade to clean up the cringe.
This is the next step in RXBAR’s ongoing effort to clear out the B.S. from long ingredient lists to self-improvement messages. The B.S. Filter follows the B.S, Blocker, launched on January 2 to give people the power to block out unrealistic and pervasive New Year, New You messaging from their socials.
RXBAR’s No B.S. positioning will continue to evolve into other spaces throughout the year.
