Demonstrating its affinity for quirky social media stunts, Klondike won fans with the launch of “The Best Ice Cream Bar Ever Conceived.” As of April 14, the iconic Klondike Bar has a crunchy candy twist featuring three mouth-watering new flavors: Fudge Crunch, Caramel & Peanuts and Cookies & Cream. Indecisive fans everywhere rejoiced that they no longer had to choose between candy and their favorite ice-cream bar.
To promote the new product line, Klondike posed the question: “What would happen if a candy bar and a Klondike Bar had a baby?” In a clever marketing campaign, the brand personified the traditional favorite, “Klondike,” and a candy bar, “Candy,” to narrate their sticky-sweet love story culminating in the conception of their child: Klondike Kandy Bars. In addition to social media promotion, Klondike’s website featured the tagline and the new Kandy Bar mascots, Candy and Klondike themselves, on the front page.
Klondike hinted about the launch by sharing several TMZ-style images on Facebook and Twitter. The paparazzi pictures brought the couple to life by sharing the juicy details of the love affair with headlines such as “Is Candy Hiding a Baby Bump!?” In a shocking turn of events, Candy announced that she was pregnant with a Klondike/Candy hybrid and the Klondike Kandy Bar was born.
The campaign piqued the interest of Klondike’s extensive Twitter following with intriguing tweets prior to the product’s release including “Klondike made the tabloids! Who’s the (eye) Candy with him?” Post-launch, the hashtag #KandyBar gained traction on Twitter with overwhelmingly positive reviews by customers.
Facebook users followed suit. The Kandy Bar promotional posts received far more likes and shares than the average Klondike post, and users were eager to contribute their own little quips such as “So what exactly did Candy do for her Klondike Bar?” The Klondike social media team took this as an opportunity to interact with fans with witty responses, encouraging further feedback.
Giving new meaning to the term “food porn,” Klondike later released a short YouTube video advertisement, delving into one shopper’s X-rated imagination to reveal how he believed Klondike Kandy Bars were created. (Spoiler alert: it involves Candy in a nurse costume and a cheesy 70’s soundtrack.) With over half a million views on YouTube and thousands of Facebook shares, the advertisement was a success.
Klondike also partnered with CollegeHumor, well-known for its viral videos appealing to Millenials, to create a
promotional video humorously titled “A Klondike Bar Gets Freaky with a Candy Bar. Really.” In the racy video, Michael Ian Black narrates a “bedtime story” in which Kandy and Klondike tell their child, Peanut, the sweet story of how they met. The entertaining tale filled with comedic innuendos garnered thousands of shares on Facebook, sparking meaningful interactions with fans.
The latest addition to the Klondike family owes its initial success to the savvy marketing campaign, as well as the delicious candy/ice-cream combination. Klondike’s provocative marketing tactics prove that sex can sell anything, even gooey ice-cream treats. If the trend persists, the product will continue to spark social media buzz as CollegeHumor releases more videos. Hopefully, Klondike can keep converting Facebook likes into sales.
Written by Jessica May, Marketing Intern