KIND had a great product and a great mission. But the two had never intersected in communications. Our job was to unite brand messaging with the mission messaging, and grow sales by 40%. In one year. With no paid media.
We know that Awakening Consumers are concerned with ingredients, and 88% will support a brand with a social mission that resonates with them. We just had to bring these together.
We created the theme, “Do The KIND Thing (for your tastebuds, your body and the world)” that brought product and mission together. Then rolled it out in field marketing events, in retail outlets (like Starbucks and Whole Foods) and online.