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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Why They Made The Mini: "Shirt Pockets"

Finalist in Comedy Video

Entered in Food & Beverage

Objective

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

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.

Results

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).

Media

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

Produced by

Laundry Service, KIND

Links

Entry Credits

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