Eric Wareheim and Atsuko Okatsuka Are Our Brains and Stomachs in Campaign for KIND
Mars Wrigley brand, KIND, today launched an entirely new brand platform called 'All Kinds of Good'. Created by Energy BBDO, the campaign addresses the relatable tension that we all experience while in search of a good snack - the brain wants healthy, but the stomach wants the opposite. It personifies that feeling via Eric Wareheim and Atsuko Okatsuka, two comics who KIND and Energy BBDO believe perfectly represent the feelings of our minds and our bellies. Eric plays Stomach while Atsuko is the more measured Brain. The kicker is that a KIND snack offers 'all kinds of good' to satisfy our brains and stomachs.
'All Kinds of Good' is also the first of a bunch of new creative assets to be released in the coming months - we have a feeling that this stomach x brain combo has some real legs that could prove fun in the future. The campaign is also the first to launch since CMO Osher Hoberman joined in August last year. Osher is a 20-year Mars veteran.
To find out more about the campaign, LBB's Addison Capper chatted with Osher and Energy BBDO chief creative officer Josh Gross.
LBB> Osher, this is your first campaign since joining KIND. What big ambitions did you have stepping into the role and how does this particular campaign feed into them?
Osher> I’m very excited about the future of KIND and the creative direction we’re taking. We are embarking on a journey to create a new, refreshed brand world that has been strategically crafted using consumer insights. KIND campaigns had previously been rooted in an ingredients-led storytelling, now we’re shifting to a more consumer-led approach, utilising timely consumer insights to reach our audiences.
This campaign sets the tone of this brand world, one that shows that consumers never have to choose between what tastes good, feels good and does good. It introduces the stomach and the brain characters; stomach is impulsive and fun, while brain is more balanced and rational – approaching fun in a more sensible way. KIND is bringing together consumers’ greatest motivators, both stomach and brain.
In addition to this new campaign, we are relaunching product lines, like KIND Kids, and have created flavour expansions in response to strategic insights, like the new Seeds, Fruits, Nuts and Savory nut bars.
LBB> I perceive KIND as somewhat of a healthy snack, at least in terms of comparing it to other bars of food it might sit beside in a confectionery aisle. Health food campaigns often veer more towards the serious side with touts of its health benefits and such. Why not KIND?
Osher> KIND products are actually not sold in the confectionary aisles of your neighbourhood stores – KIND is stocked in the snack bars, granola, or cereal aisles.
Prior to this campaign, KIND had prioritised ingredients-led storytelling where factors like enjoyment and nourishment did not take centre stage as clearly as they do in 'All Kinds of Good'.
Our products still lead with a nutrient-dense ingredient, like almonds or cashews, but we want to uniquely stand out in the category by bringing to life the universal truth, our stomach and brains are our greatest motivators, in a comedic way to more easily relate to and reach our audiences.
Josh> The world of snacking is still seen in very binary terms, it’s either good or good for you. KIND bridges this gap and hits the sweet spot with delicious enjoyment and real nutrition. We want to remind consumers that they never have to settle when it comes to healthy snacking.
LBB> As comedians, Eric Wareheim and Atsuko Okatsuka have a very distinctive vibe - were they always part of the idea or was that a later thing? Why are they a great fit for the campaign?
Josh> Eric and Atsuko were our dream cast for these characters. They inspired the thinking from the beginning. Eric plays Stomach who leads with heart and emotion and loooves the ‘mmmm gooood’ side of food. Doesn’t that sound just like him? Exactly. And Atsuko, aka Brain, has a cerebral style of comedy that felt perfect for her character because our brains are so structured and regimented when searching for food. In addition to all that, their humour brought out the tone we’ve been trying to shape for quite some time, which roughly equates to food should equal serious nutrition and serious fun.
LBB> What kind of research informed the campaign? What did you discover with regards to that tension between our brains and stomachs when it comes to snacking?
Josh> The campaign was informed by Omnicom’s priority data platform OMNI, secondary sources including Halogen, Simmons and MRI as well as Mars Wrigley's own custom snacking research.
Using these sources, we looked at consumer's attitudes, motivations and shopping behaviours when it came to healthy snacking. Discovering that whilst most people had good intentions (they cared about health and wellness, had a progressive mindset, valued sustainability) their shopping carts were full of indulgent snacks. Revealing the inherent tension between wanting something that tastes good but is also good for you. Or the constant tug of war between your stomach and your brain.
LBB> Tell me a bit more generally about the creative. What were your big inspirations in terms of the prom setting, etc.?
Osher> We wanted to tap into universal experiences that people could relate to that helps to tell the story of KIND being the brand that best delivers on the sweet spot of tastes good and feels good. We know that when Stomach and Brain come together, something magical happens - just like a dance with your crush at prom. As we continue to build this brand world, we'll continue to tap into these relevant and memorable moments for Stomach and Brain to come together.
LBB> Any parting thoughts?
Josh> We knew we had a great idea in Stomach and Brain coming together. The question was how to bring it to life? Were they childhood friends? Bitter rivals? Should it have a buddy cop kind of vibe? We decided on a love story, in all its awkward teenage glory. It’s an iconic setting, with an iconic track, which allows the idea to come to life in a really fun and memorable way.
This is just the beginning. There are so many Stomachs and Brains out there, just waiting to be brought together. Stay tuned.
