KIND Lights Up NYC Skyline in Rainbow Pride Tribute

I like when brands do things that make sense. This is one of those examples, courtesy of KIND Bars.

The snack maker, known for its healthy-ish bars and now-expanded lineup, was founded on values of “being KIND.” That notion extended beyond its food, and benefits to the body, to a brand ethos that has come through over the past decade and a half of its existence via notable charitable partnerships, socially-fueled marketing initiatives and consistent cultural commentary from the brand.

So, in terms of brand authenticity, KIND “speaking out” as part of PRIDE month with a message of…well, kindness…makes perfect sense.

KIND Snacks’ Rainbow

The 160-light installation projected from just outside the Stonewall Inn this past Saturday night painted a rainbow across the NYC skyline in celebration of PRIDE month. The effort was a collaboration between KIND and the Ali Forney Center whose mission to protect and empower LGBTQ youth you can learn about here.

This was a noteworthy activation on a few fronts. First, it manages to check the experiential box during a time when such brand efforts are an inherent challenge. Secondly, it makes a loud and visible statement about who KIND Snacks is and what they stand for…and for whom. The event was live-streamed and also features a has a product tie-in giving it a complete program feel, as well as multiple avenues and outputs in terms of content, news-generation and social conversation and engagement.

A great reminder that simple can be powerful. And sometimes, all it takes is to be kind.

Photo via @KINDSnacks