Plastic-free bath, body and hair brand KinKind is set to hit TV screens nationwide again from April, in the next phase of its television advertising campaign.
The new run of ads will form the second stage of its ‘airtime for equity’ investment partnership with UKTV, and will see the brand reach 21 million adults, offering 137 million impressions via continuous TV investment spanning a mix of primetime and daytime slots. The ads will air across channels including Alibi, Gold, Dave and Eden.
KinKind’s first UKTV advertising campaign saw it become the only 100% plastic-free brand on TV, as well as the most searched for plastic-free shampoo bar brand online. The partnership will support KinKind’s mission for 2023 to scale up the business to mass distribution, with a retail-ready range that launched in January.
KinKind’s Sales and Operations Director, Paul Brown, says: “Following the success of our D2C business our aim now is to grow the reach and availability of KinKind through more channels, with our target consumer being the mass ‘conscious shopper’ who wants to do their bit with easy swaps. Our TV campaign targets a broad demographic as we know from our customer database that the ‘conscious consumer’ is attitudinal, not demographic. Our mission is to help mass consumers switch, offering them the easy swap from plastic bottles that still gives them the beauty results they want, by building awareness with mainstream TV audiences, and making KinKind available through more channels to reach them where they are shopping.
“The performance and credibility of KinKind bars are showcased in the TV campaign through the lathering – which is a common pre-trial anxiety point – as well as the end-result hair visuals, and the multiple industry awards that KinKind has won. The campaign has been developed through a lot of consumer research to understand how our customers made the switch from plastic bottled products to KinKind, and their usage experience – this is key to trial and repeat purchase, and ultimately long term success.”
