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.