NEW YORK -- Instead of paying the going rate of $5 million or more for a 30-second ad spot during this weekend's Super Bowl, Kind LLC will donate $6 million worth of its snack bars to fans across the country.
In addition, in a promotional video on YouTube, Kind’s founder Daniel Lubetzky said the company will give a Kind bar to each of the first 3 million people to click on the link at the end of the video.
“At Kind, we’re really good at making snacks,” said Drew Nannis, vice president of integrated communications for Kind. “As you can tell, we don’t always make the best ads. Instead of spending $6 million on a 30-second spot to convince the world to try our products, we thought it’d be more efficient to give them our product to try for themselves.”
Nannis said that nine out of 10 people will purchase a Kind bar once they taste it, making the food-sampling initiative a winner.
Lubetzky’s video, which also features a link to the free Kind samples, is running via YouTube and across the brand’s social-media channels and email newsletters. Kind has yet to advertise during the Super Bowl, and this promotion marks the first time it has done anything around the big game.
New York-based Kind manufactures seven product lines made from whole ingredients, including Kind Fruit & Nut, Kind Nuts & Spices, Kind Healthy Grains Bars and Kind Healthy Grains Clusters.