Shaking up the status quo by swapping a $6m Superbowl slot for an amateur ad that exudes authenticity, KIND bars appear to be living up to their name, promising instead to pass on the $6m in the form of free bars to customers, in return for sharing the campaign.
An ingenious idea to get people talking, their move drives part of their wider movement whose mission is to provide healthy snacks with a side of kindness – not just kind to your bodies with real whole foods, but to others too.
The KIND Foundation celebrated seven individuals transforming their communities through kindness with $1.1MM in prize, and also helps mobilise young people to build kinder, more inclusive communities.