The Deconstructed Brief

That's a lot of Sugar.

That's a lot of Sugar.

Brand: KIND

Agency: We're Magnetic


KIND wanted to launch its new line of Fruit Bites — fruit snacks made with real fruit and no added sugar. There are plenty of other established fruit snacks out there, but most contain added sugar.


Children in the United States consume 45,485 pounds of added sugar every five minutes.

One Thought:

“Here’s what 45,485 pounds of added sugar looks like. None of it is in our new Fruit Bites.”



KIND could have opted to simply tell moms that our country has a problem with our kids eating lots of added sugar, but it’s one thing to say it and another to show it.

What they told AdAge:

"We see an opportunity to disrupt another category," said Drew Nannis, head of integrated communications at Kind. "When we looked at the fruit snacks category we saw a trend of people not really knowing what they were getting and thinking products maybe had more fruit in them than they did."


Lessons to be learned:

  • Specificity is always better — Be specific. Quantify your claims. It’s difficult for people to visualize “a lot.” Put a number to it.
  • Tell me, I forget. Show me, I remember. Involve me, I understand. — There’s a difference between telling, showing and involving. Telling isn’t participatory and is easily forgotten. Stories, especially stories that we become a part of, are much more powerful in changing behavior. KIND didn’t just “tell” and call it a day. The brand “showed” and “involved” passersby in this stunt that won’t easily be forgotten. The takeaway? “That’s a lot of sugar. And it’s good to know that KIND doesn’t put any of it in its Fruit Bites.
  • Think idea first, media second — We’re only speculating how this idea was created, but we like to think that the challenge was, “launch KIND Fruit Bites” and not “develop a PR-worthy stunt.” If the brief was to develop a print ad, shelf talker and banner ad, this idea may have never been. The ideation process may uncover channels that are more powerful than any preconceived expectations. Be flexible and open when it comes to the channels that will carry the message.