Healthy snack brand RXBar, recognizing that New Year’s resolution marketing messages like “New Year, New You” often create unrealistic expectations, launched a campaign titled “B.S. Blocker Truck” to challenge this conventional approach. On January 3, 2025, RXBar deployed its B.S. Blocker Trucks across New York. The trucks invited New Yorkers to call a phone number displayed on the truck whenever they spotted a New Year-related advertisement that seemed exaggerated or unrealistic. Upon receiving a report, the truck would move to the specified location and physically block the ad. The truck itself featured RXBar’s simple and transparent ingredient list prominently displayed on its side, underscoring the brand’s commitment to credibility and honesty—values it contrasted with the overblown promises of conventional advertising. Through this campaign, RXBar delivered a powerful message encouraging authenticity and self-acceptance and to reject tempting but unrealistic New Year’s resolutions pushed by exaggerated advertisements.