Kind bars are yummy – there’s no doubt about that. What makes them even yummy-er is that they are tied to acts of being a good person.
Since 2013, every employee at Kind has taken part in a, “secret initiative.” If they spotted a random act of kindness—like a stranger holding the door to a coffee shop, or sharing directions on the subway—they could hand out a little black card. It acknowledged the little moment of humanity, and as a gift, the card was good for a free Kind bar.
As of last week, #kindawesome cards were handed out to anyone by anyone in the world. The system relies on a new digital platform. You spot an act of kindness, then you head to howkindofyou.com. From there, you can send a virtual card via Facebook, email, or Twitter.
Once redeemed, the good samaritan is mailed both a Kind snack and his or her own, digital #kindawesome card to pass along. The design of the cards copy Kind’s black and four-color packaging. Previously, Kind cards had a pay it forward mandate—”You’ve Been Kinded, Pass It On”—with the expectation that, once you received a card, you’d then do a kind act for someone else. Now, the cards have been rebranded as a reward, instead.
Check out this video for more: