KIND protein bars recently partnered with actress Anna Faris and Funny Or Die to create one of the funniest ads of 2018. Competing with the likes of Cliff and Quest, KIND took a different approach to marketing, ditching the health focus to instead take aim at the competitors' bad reviews. This idea is central to KIND's reputation, as the company describes its protein bar as, "the first protein bar that tastes nothing like a protein bar."
The ad features the incredible actress and comedienne Anna Faris reading out extremely negative and hilarious reviews of KIND's competitors. While the names of each competitor are never mentioned, KIND encourages buyers to take a sort of "Pepsi challenge 2.0" and wants buyers to taste the difference, and perhaps reinforce the negative reviews when compared to its KIND protein bars. While this sort of aggressive advertising may seem like an attack, the bubbly nature of Faris and the general humor relinquishes the idea of an attack ad and instead takes on a sort of tongue-in-cheek hilarity.
Hilarious Review-Inspired Ads
The KIND Protein Bars Ad Stars Anna Faris and is Incredibly Funny
Trend Themes
1. Humor in Advertising - Disruptive innovation opportunity: Brands can embrace humor in their ads to stand out and connect with consumers on a deeper level.
2. Negative Review Marketing - Disruptive innovation opportunity: Companies can leverage negative reviews of competitors to highlight the unique qualities or benefits of their own products/services.
3. Alternative Approach to Targeting - Disruptive innovation opportunity: Companies can deviate from traditional marketing methods by using target competitors' weaknesses, rather than their own strengths, to differentiate themselves.
Industry Implications
1. Food & Beverage - Disruptive innovation opportunity: Food and beverage companies can explore unconventional advertising methods to attract and engage consumers in a saturated market.
2. Entertainment - Disruptive innovation opportunity: Entertainment companies can collaborate with brands to create humorous campaigns that entertain and captivate audiences.
3. Marketing & Advertising - Disruptive innovation opportunity: Marketing and advertising agencies can help brands think outside the box and develop bold, unconventional strategies to differentiate themselves in a competitive landscape.