RXBAR

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RXBAR is known for their clever packaging, with ingredients printed on the front rather than the back. The primary ingredient in most of the flavors are egg whites, so we placed this OOH ad in the egg isle of a grocery store to show that RXBAR uses r

  • Worked for RXBAR in a case competition for a Marketing course at the Kelley School of Business. Our team placed 1st in our section and 3rd overall! This project was so much fun because we spent months researching RXBAR and coming up with a campaign. Our group found two main issues: 1. RXBAR was missing name recognition and connection (ex. my mom thought it was a pharmacy company because of the “RX”). 2. RXBAR and competitors in the nutrition bar category are all missing brand personality and real-life connection with their audience.

    We decided to combat these issues with a three-pronged process: Awareness, Experience, and Engagement. The images you see above are part of our “Awareness” part, which are all out-of-home ads that help RXBAR users connect their journey through movement with the “R” and “X.” Since RXBAR users are people who focus on health and working out, we strategically placed each ad in a place of movement, such as a gym, gas station, park, etc. Each ad features a different headline, with the R and X letters in bold. This helps create a connection between the brand’s mission and the name.

  • Designed all ads and mockups, helped teammates research and come up with the campaign idea.

  • Created with Photoshop and PlaceIt in February-April 2024

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  • The second leg of this campaign was experience, so that people all over the country could experience RXBAR and connect their brand with their purpose, “journey through movement.”

    RXperience is a year-long event in 5 cities across the US. Each event is free to enter, as long as you have an account on RXBAR’s website and bring an empty RXBAR wrapper to the event. Some examples are Miami has Zumba, NYC has cycling, and Austin has rock-climbing.

    To promote the RXperience, I designed digital examples with RXBAR’s social media, as well as an OOH ad with a simple design that features a QR code to their website’s tab about the RXperience event. RXBAR will promote this event by only focusing on the “R” in RXBAR, with 5 words that encapsulate the experience of each city’s event. Every post, whether on the feed or your story, has a link to their website with more information about the event and how to enter.

  • Designed ads and mockups and came up with the idea to use social media, as well as using the “R” for each event.

  • Created with Photoshop, Canva, and PlaceIt in February-April 2024