- Kind Snacks, which was acquired by Mars Inc. in 2020, is embracing the Gen Z self-care called bed rotting, a term that has amassed over 310 mentions on TikTok, for its latest marketing campaign, in response to a press release.
- The snack brand has partnered with Bravo’s “Summer House” stars Ciara Miller and Amanda Batula to highlight how the buddies enjoy a self-care moment together ahead of the show’s premiere on Feb. 12. The pair will appear in content on TikTok and Instagram.
- The effort includes a possibility to a win a hotel night stay for a day of bed rotting in addition to a Bed Rotting Essential’s kit, available on TikTok Shop, featuring Kind products and a branded hoodie for 2. The goal is to showcase Kind snack bars as each good and good for you, identical to mindfully lying all the way down to recharge.
Bed rotting, which was one in all Dictionary.com’s 2024 new words, is when one lays in bed throughout the day, often to rest, watch content, eat or just recharge. Gen Z has embraced it as a type of self-care and, in an effort to achieve the coveted audience, Kind has built a campaign across the concept.
While there’s evidence that spending an excessive amount of time in bed can have harmful effects, the self-indulgent nature of bed rotting also plays into consumers wanting to do things that feel good during a time of yr when many decide to undertake rigorous self-improvement resolutions.
For Kind, which regularly positions itself as a better-for-you snack, the most recent campaign could helps it lean further into the concept of wellness and follows a brand refresh that was rolled out last summer as competition increased in the better-for-you snack market, which is growing and is predicted to achieve $78.2 billion by 2030.
The push features a key role for TikTok, the platform popular with younger consumers, despite ongoing uncertainty surrounding TikTok’s status in the U.S. While President Donald Trump granted the video platform a 75-day extension on a sell-off requirement, TikTok remains to be not available in app stores, essentially shutting out new users. However, Kind seems committed to the platform for now, including TikTok Shop, which has develop into popular with Gen Z consumers.
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