KIND

KIND, a pioneer in better-for-you snacking, turned to CCOP to bolster its new “Be KIND to Yourself” platform and create limited-edition bars supporting communities that have not received their “fair share” of awareness or kindness. In 2019, CCOP identified a rare, time-sensitive opportunity: the Equal Rights Amendment was closer to ratification than at any point in decades, with Virginia poised to become the decisive 38th state. 

This created a once-in-a-generation constitutional moment that aligned powerfully with KIND’s values around fairness, wellbeing, and equality. CCOP synthesized policy, public sentiment, and stakeholder insight, revealing that while 94% of Americans said they would support the ERA, most believed it was already law. This gap between broad support and limited understanding pointed to a clear role for KIND: educate, mobilize, and provide people with an easy way to act. 

CCOP recommended a focused coalition strategy, including the ERA Coalition and the Alice Paul Institute, to ensure that any activation was credible with movement leaders and consumers. The result was the KIND EQUALITY program, anchored by the limited-edition Equality Bar and a simple, scalable action pathway. The bar featured suffragette-inspired colors and messaging, with 100 percent of proceeds benefiting the Alice Paul Institute, while the “Equality Bot” partnership with Resistbot enabled people to text their senators in under 2 minutes in support of the ERA. By seizing this unique historical window, KIND translated its brand promise into concrete advocacy, earning national attention and demonstrating how a wellness brand can meaningfully stand up for equality.