challenge:

Introduce RXBAR’s newest and most indulgent bar without losing sight of the high-quality protein inside.

solution:

Position RXBAR Layers as a protein bar that offers permissible indulgence.

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Instagram tease + launch

INFLUENCER INSERT

We surprised influencers across the country with RXBAR Layers and the enclosed insert, encouraging them to pair the indulgent bar with a delicious beverage of their choice.

In response, the influencers spread some love and gave us rave reviews about the new bar.

instagram sustain content

After hearing the buzz about RXBAR Layers, our followers were hungry for more. We went Behind the Flavor with one of our very own food scientists to show our fans what makes these bars so delicious.

IN TOTAL, the LAYERS LAUNCH:

Had more total customers in the first 30 days than the previous 2020 launches.

Brought in the highest launch-month revenue of 2020.

Was the highest revenue-driving social launch of 2020.

Launch and social content had the highest number of engagements in the month of August.

Within the first 30 days of launch, emails drove $49K with an AOV of $58.

Paid media successfully drove $24K within the first 30 days of launch.