Dive Brief:

• 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, according to a press release.
• The snack brand has partnered with Bravo’s “Summer House” stars Ciara Miller and Amanda Batula to spotlight how the friends 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 an opportunity to a win a hotel night stay for a day of bed rotting as well as a Bed Rotting Essential’s kit, available on TikTok Shop, featuring Kind products and a branded hoodie for two. The goal is to showcase Kind snack bars as both good and good for you, just like mindfully lying down to recharge. 

Dive Insight:

Bed rotting, which was one of Dictionary.com’s 2024 new words, is when one lays in bed during the day, often to rest, watch content, eat or simply recharge. Gen Z has embraced it as a form of self-care and, in an effort to reach the coveted audience, Kind has built a campaign around the concept.

While there is evidence that spending too much 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 year when many choose to undertake rigorous self-improvement resolutions.

For Kind, which often positions itself as a better-for-you snack, the latest campaign could helps it lean further into the idea 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 expected to reach $78.2 billion by 2030. 

The push includes 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 is still not available in app stores, essentially shutting out new users. However, Kind seems committed to the platform for now, including TikTok Shop, which has become popular with Gen Z consumers.