How do you go from grassroots to mass-roots without selling out? That was the problem KIND brought to us: to stay true to their indie brand ethos, while reaching out to a wider audience.
“Let's Be Real” is a campaign that taps into the skepticism that our consumers feel in the aisle and in life. By empathizing with the consumer, we delivered a fun, self-aware campaign that feels as authentic and BS-free as the products KIND puts on the shelves.
COMMUTER ADS
COPY:
Let's be real—We hate ads too. But we love having something to read during take off. So we'll just mention that our bars are healthy, delicious, and we hope you'll try them. Now, here's what you really want.
These seat-back ads get our brand messaging out of the way and then give consumers what they really want: a great short story from their favorite writer to read on their commute.
COPY:
These print ads add value to readers while keeping it real: no one is here for the ads.
Let's be real. You don't read the New Yorker for the ads. You read it for the cartoons. So bear with us: KIND bars are healthy and tasty.
Now, here's what you're really here for:
[KIND sponsored page of cartoons]
COPY:
Let's be real. You don't need another ad. But you do need another mindless quiz to pass the time. So bare with us: KIND Bars are healthy and tasty.
Now, here's what you're really here for.
[KIND sponsored silly quiz]
OOH
Let's be real. All you really want at the airport is free wifi and a fully charged phone to scroll on. This KIND airport takeover gives travelers just that.
COPY: free wifi*
*No disclaimer. It's really free. Sorta like how KIND bars are really delicious.
COPY: You don't need a body scanner to see what's inside.