This is the first commercial for the brand in over a year, and it’s also the first commercial produced by Global CMO Kelly Solomon.
“I See Almonds”
Kelly Solomon, the chief marketing officer for Kind Snacks worldwide, is redoubling the company’s efforts to promote healthy eating by combining the brand’s natural ingredients with clever advertising.
A new television commercial, titled “I See Almonds,” and a series of immersive activations are at the heart of the campaign, which aims to promote the core value of simple nutrition—kindness—through the medium of food. At the end of 2020, Mars Inc. completed its purchase of Kind North America.
The latest commercial for Kind’s Dark Chocolate Nuts & Sea Salt bar is styled after man-on-the-street interviews, and it features contestants who must name an ingredient in the bar to win a prize.
The creative was developed in collaboration with Energy BBDO, and it honed in on a no-frills attitude in light of previous unsuccessful executions.
