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Score 53 - Close Watch: Creative Snacks acquired by Kind

According to iSpot, YTD national TV spend for Kind of $17.5 million has target various millennial audiences (see targeting right). This reflects a -27% from the $24 million spent in the same timeframe in 2018; full 2018 spend increased to $24 million from $20.4 million in 2017.

During the past 12 months, Adbeat reports that Kind has spent $4,500 on digital display ads placed primarily site direct ($2,800) on sites such as braincandy.net ($2,000). Unfortunately, this marks a -96% decline from the $102,900 spent within the 12 months prior (Oct 2017-2018). 

These spending drops signal that Kind may not be able to reach its target demographic of female millennials. Kind has also hired several university ambassadors, so it seems to also want to reach college students (Gen-Z). Sellers able to aid these Gen-Z-focused initiatives should reach out during this quarter, since Kind's spend tends to spike during Q1-Q3. Creative Snacks hasn't yet allocated budget towards national advertising, so we expect it will spend similarly to Kind. As of Q1 2019, Kind has stopped using print.

Agency & martech readers - Kind works with Sloane & Company (PR). Keep Creative Snacks on your radar for potential work, but remember that it may just work with Kind's agency partners.