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Special Project

Special Project
From the 13th Annual Shorty Awards

Why They Made The Mini: "Shirt Pockets"

Finalist in Comedy Video

Entered in Food & Beverage


Launch new half-sized KIND bars, KIND Minis, to establish occasions when half a bar is enough to satisfy, specifically highlighting moments when people snack in the go. The TVC spoke to "how" the Mini was created. This series introduced "why."

Strategy and Execution

New KIND Minis are really just half-sized KIND bars, so we leaned into the simplicity of the product innovation with a humorous, smart video series. The mockumentary comically introduces occasions when a person might want one, like on an elevator before a meeting or when your purse only has room for one more thing, and you know you'll be hungry later. This branded work stands out with its tone, which entertains while still clearly spelling out the product RTBs. Because at the end of day, all KIND did was cut their full-size bar in half.


This campaign increased household penetration, and drove the best all-time consideration and purchase intent in YouTube Brand Health Study (for KIND, above all CPG benchmarks).


Video for Why They Made The Mini: "Shirt Pockets"

Entrant Company / Organization Name

Laundry Service, KIND


Entry Credits