For National Ice Cream Day, KIND enticed people in New York City to The KIND Frozen Bar with not only free KIND FROZEN Bars but also wildly sought-after collectibles.

KIND FROZEN bars are made from peanut or almond milk, and they share layers of chocolate, nuts and butter in craveable varieties like Peanut Butter Dark Chocolate Nut or Dark Chocolate Almond Sea Salt & Nut.

In addition to cooling bites, pop-up visitors were treated to tons of summer giveaways, from Supergoop sunscreen and NINJA coolers to PR boxes and custom KIND Labubu’s sporting branded getups. Leveraging cultural hype and scarcity to drive foot traffic, KIND tapped into the demand for an exclusive item, boosting attendance for the one-day-only pop-up but also building longer-term brand affinity by anchoring the brand in moments of joy, nostalgia, and exclusivity.