RXBAR

Won 1st in our section and 3rd overall in a campaign case competition for RXBAR, a nutritional bar brand focused on marketing to athletes. Spent months doing marketing research, mockups, and brainstorming a campaign idea, which concluded with a final round of presenting to guest judges and classmates. Our group found two large issues that our campaign needed to address: RXBAR was missing name recognition and association to the product, and that competitors in their nutrition bar category were all missing a brand personality and real-life connection with their audience.

We combated 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. Additionally, the ads feature different headlines, but all with the R and X letters in bold, creating a strong relationship between the brand’s mission and name.

The two other prongs were throwing a RXBAR convention with other brands that our movement-oriented target audience are loyal to, starting an RXBAR sponsored running club, and throwing free “journey through movement” events across the country, featuring various activities like rock climbing, yoga, and Zumba. The digital mockups below the divider show how we would advertise these events, specifically on social media.

Worked with a team of 3 other members for the semester in our “Introduction to Marketing” course