RXBar Finds the Perfect ‘No B.S.’ Spokesman in Ice-T

In 2013, RXBar’s founders had a simple proposition. “We called bullshit on protein bars,” said Peter Rahal, the company’s CEO. “Everything [was] either hippie and happy–and then, the other side of the spectrum was meathead muscle and extreme performance.” The brand’s backstory is fascinating and entertaining (this interview is worth a watch), as Rahal and… https://www.adweek.com/agencies/rxbar-finds-the-perfect-no-b-s-spokesman-in-ice-t/