Food & Beverages

Success Case Study: Kind Snack Bars - Delivering Authentic CSR to Build Trust

  • CAN376380
  • 20 Pages
  • July 2015
  • Food & Beverages
Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Kind has gained success in the US based on its own stated values: purpose, honesty and discipline, simplicity, transparency and authenticity, empathy, trust and ownership.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Kind bars considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends have these product innovations capitalized on?

- What can I learn from the success of Kind bars?

Key Highlights
Kind entered the US snack bar market when the concept of healthy snack bars was still rare. It focused on making products from recognizable ingredients.

Kind demonstrates that believable and tangible acts of corporate social responsibility are important to prove authenticity of products, and this can lead to building brand trust.
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