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Ad Of The Month: KIND Sugar Installation in Times Square

Monday, September 25th, 2017

Ad Of The Month: KIND Sugar Installation in Times Square

In late August, KIND, a “not-only-for-profit” snack company, started the conversation about child sugar consumption in the United States. The sugar dump installation included 45,485 pounds of sugar displayed in Times Square representative of the amount of sugar American children are consuming every five minutes. The mountain of sugar is surrounded by sugar sculptures of kids, created with sixty-four pounds of sugar each. The average eight-year-old consumes that much sugar in one year.

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Erected in the middle of the night on August 22, the installation certainly made a statement. The American Heart Association recommends children consume about 100 calories (25 grams) of sugar each day, while KIND estimates that the average nine-year-old eats their weight in sugar every year.

The installation was designed to promote KIND’s new Fruit Bites, which mark the brand’s first move into the fruit snack category. Having already disrupted the norm in other snack categories known for minimal nutrition, such as breakfast bars, KIND is off to a notable start for their newest venture in healthy snacks. The new Fruit Bites are the first of their kind to be made with only fruit and with no added sugar. True to the brand image, the packaging proudly displays the ingredients of each flavor – five cherries and half an apple goes into the cherry apple flavored fruit bites. Each pouch comes packed with one full serving of fruit.

The Center for Disease Control and Prevention (CDC) notes that more than 40 percent of a child’s daily caloric intake is made up of empty calories from added sugars and solid fats. And although there has been an increase in the amount of fruits and vegetables consumed by children ages 2 to 18 years in the last decade, there is still a long way to go towards eliminating the excess added sugars in snacks and other foods. According to an interview with USA Today, KIND Health & Wellness Specialist, Stephanie Perruzza, R.D., hopes that this promotion for the brand’s new Fruit Bites will encourage parents to make more informed decisions regarding what they are feeding their children.

With 98 percent of users feeling an inclination to purchase a product after attending an event, such as this one, they are off to a great start with this experiential installation. In addition to KIND’s own outreach for the event, which included brand representatives in Times Square providing free Fruit Bites and branded flyers, as well as social media promotion on their own channels, it can be expected that a minimum of one-third of the passersby of this installation were taking photos or videos for their own social media channels.

Check out a video of the construction of the sugar mound on the KIND YouTube channel here.


Want to see your brand generate buzz like this? FiG Advertising + Marketing specializes in creating awareness that’s right for your brand. Find out what we can do for you.

What Is Virtual Reality and What Does It Mean For Marketers?

Tuesday, September 19th, 2017

What Is Virtual Reality and What Does It Mean For Marketers?

With the emergence of virtual reality (VR) software on the tech scene, potential users from all demographics are scrambling to become a part of the action. This leaves marketers wondering “What is virtual reality?” and “How can we incorporate our brands into this new technology?” and stay at the forefront of the ever-evolving industry.

So What Is Virtual Reality?

VR is some of the latest and greatest from the computer and gaming industry, bringing users a fully-immersive, 3-D simulation of almost any and every experience. From budget (and user) friendly options like Google Cardboard to brands dedicated solely to the craft like Oculus (which has since been acquired by Facebook), Virtual Reality is becoming increasingly available to a wide variety of audiences.

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How Marketers Can Take Advantage

We can only anticipate the continued evolution of this infiltration of marketing into virtual reality, but for now, there are a couple of basic ways that marketers can go from wondering “What is virtual reality?” to getting their brands in front of viewers through this technology.

With each game or activity, there is an opportunity for marketers. The simplest of which is a sponsorship. This allows brands to align with any type of activity or content they so choose and have their logo appear for 5-10 seconds within the virtual reality experience. This option is minimally invasive for consumers and, when done right, can be highly effective in generating brand awareness.

A secondary option that allows for more engagement with the user are 360* video ads. As the technology to view evolves, so does the technology to create, allowing for brands to create an experience for consumers in conjunction with a virtual reality activity. This is the perfect opportunity to provide tours of a new location or promote an upcoming event.

With Computer Graphic (CGI) capabilities, the marketing opportunity evolves into branded Virtual Reality activities that can stand alone, bringing content marketing to a new level as brands customize experiences for their consumers.

New Technology Brings New Challenges

As with any new technology, we as marketers have to consider how effective we can be with our messaging on that specific platform. Some questions we have to consider, outside of “What is virtual reality?”, are:

  • How many people are actually using virtual reality technology?
  • Who are these people?

And most importantly,

  • How often are they using this technology?

Research firm, KZero, anticipates that up to 170 million people will be using VR software in 2018. Additionally, there are more than 250 applications currently available for different VR platforms and 200,000 developers have signed on to create apps for Oculus (The Motley Fool). Those numbers are not without obstacles, though.

As one would expect, the more you pay for a virtual reality system, the better the experience. Prices range from the $15 Google Cardboard that works with your smartphone, to stand alone software like Oculus reaching upwards of $400. With more than 55 percent of users lacking interest in purchasing a VR device because they do not find it “interesting or exciting,” we have to consider the limitations of the platform.

Secondly, 34 percent of users noted that if they wanted to experience something that is available in a VR program, they could also just experience it in real life. On the other hand, nearly two-thirds of U.S. internet users say that “using” a product via virtual reality would change the way they shop. This leaves marketers with both an opportunity to engage with consumers and a challenge to engage effectively.

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What happens next?

The marketing opportunities with virtual reality software have only just begun. As the technology evolves, so will the strategies of reaching consumers on this platform. Before we know it, we will not be asking “What is virtual reality?”, we will have already mastered marketing in that space and onto the next evolution.


FiG Advertising + Marketing, a Denver advertising agency, stays at the forefront of digital marketing advancements to help our clients optimize their online presence. Check out some of our cutting edge work here.

The 5 Love Languages of Branding

Wednesday, October 12th, 2016
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The New York Times bestseller, The Five Love Languages by Gary Chapman, gives us insight into the most effective ways to communicate love. He outlines the five languages as Quality Time, Words of Affirmation, Physical Touch, Acts of Service, and Gift Giving. Chapman asserts that everyone has a primary love language, but not everyone shares the same one. And therein lies the friction in many relationships. One person’s primary language may not match their partners, so they simply don’t communicate their love in the language in which the other can hear it.

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Small Business Opportunities with Snapchat

Tuesday, October 4th, 2016

The last two months we offered you a crash course in Snapchat 101 and outlined some of the unique features of the phone application. This month we are going to discuss some of the small business opportunities with Snapchat.

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