The Klondike bar. That iconic frozen treat, wrapped in its distinctive silver foil, has been tempting taste buds and inspiring hypothetical moral dilemmas for decades. “What would you do for a Klondike bar?” is more than just a catchy slogan; it’s a cultural touchstone, a question that playfully challenges our values and pushes the boundaries of what we’re willing to do for a moment of sweet, creamy satisfaction. But what if you were tasked with creating the first commercial for this beloved treat? Before the “What Would You Do?” campaign took hold, what creative avenues would you explore to introduce the Klondike bar to the world? Let’s embark on a journey of imagination, exploring the potential ideas, challenges, and considerations involved in crafting that inaugural advertisement.
Understanding the Klondike Bar’s Appeal
Before brainstorming commercial concepts, it’s crucial to understand the core elements that make the Klondike bar so appealing. It’s not just about the taste; it’s about the experience, the nostalgia, and the inherent simplicity of the product.
The Taste and Texture Sensation
The Klondike bar offers a unique textural and flavor experience. The crisp, rich chocolate shell gives way to a smooth, creamy ice cream center. This contrast is a key selling point. The sweetness is balanced, not overpowering, and the classic vanilla flavor is universally appealing. Any successful commercial must convey this sensory delight.
The Convenience and Accessibility
One of the Klondike bar’s strengths is its accessibility and convenience. It’s an individually wrapped treat, perfect for on-the-go enjoyment. It’s readily available in most grocery stores and convenience stores, making it an easy impulse purchase. This aspect of convenience needs to be showcased.
The Nostalgia Factor
For many, the Klondike bar evokes feelings of nostalgia, reminding them of childhood summers and simple pleasures. This emotional connection is a powerful marketing tool. A commercial that taps into this nostalgia can resonate deeply with viewers.
Conceptualizing the First Commercial: Pre-“What Would You Do?” Era
Imagine a world without the ubiquitous “What Would You Do?” campaign. How do you introduce the Klondike bar to the public without relying on that iconic question? The possibilities are vast, but the chosen concept must be impactful and memorable.
Option 1: The “Taste of Adventure” Approach
This concept centers around the idea of discovery and exploration. The Klondike bar is presented as a reward for venturing off the beaten path, a delightful treat found after a day of adventure.
Visuals and Storytelling
The commercial could open with scenes of people engaging in various outdoor activities: hiking, biking, swimming, or even just exploring a new neighborhood. The tone is upbeat and energetic, reflecting the joy of discovery. At the end of each activity, the person unwraps a Klondike bar and takes a bite, their face lighting up with satisfaction. The tagline could be: “Klondike Bar: The Taste of Adventure.”
Target Audience
This approach would appeal to a younger audience, those who are active and adventurous. It positions the Klondike bar as a companion for their lifestyle, a source of energy and enjoyment after a physical activity.
Option 2: The “Simple Indulgence” Focus
This concept highlights the simple pleasure of enjoying a Klondike bar. It’s about taking a moment to treat yourself, to escape the stresses of daily life.
Visuals and Storytelling
The commercial could feature close-up shots of the Klondike bar being unwrapped, the chocolate cracking, and the creamy ice cream being revealed. The focus is on the sensory experience, the taste, and the texture. The scenes could depict people enjoying a Klondike bar in quiet, relaxing settings: reading a book, sitting on a porch, or simply taking a break from work. The tagline could be: “Klondike Bar: A Moment of Simple Indulgence.”
Target Audience
This approach would appeal to a broader audience, those who are looking for a quick and easy way to treat themselves. It positions the Klondike bar as a small luxury that can be enjoyed anytime, anywhere.
Option 3: The “Unwrap Happiness” Theme
This concept is built around the idea that the Klondike bar is a source of joy and happiness. It’s about the feeling you get when you unwrap the silver foil and take that first bite.
Visuals and Storytelling
The commercial could feature a montage of people from different walks of life, all experiencing the joy of eating a Klondike bar. The scenes are filled with smiles and laughter, conveying the positive emotions associated with the product. The focus is on the connection between the Klondike bar and happiness. The tagline could be: “Klondike Bar: Unwrap Happiness.”
Target Audience
This approach would appeal to everyone, regardless of age or background. It positions the Klondike bar as a universal symbol of happiness, a treat that can bring joy to anyone’s day.
Addressing Potential Challenges
Creating the first commercial for a Klondike bar isn’t without its challenges. Several factors need to be considered to ensure the commercial is effective and resonates with the target audience.
Competition in the Frozen Treat Market
The frozen treat market is highly competitive, with numerous brands vying for consumers’ attention. The commercial needs to stand out from the crowd and effectively communicate the Klondike bar’s unique selling points.
Communicating the Unique Selling Proposition
What makes the Klondike bar different from other ice cream bars? The commercial needs to clearly communicate this difference, whether it’s the taste, the texture, or the convenience.
Reaching the Target Audience
Identifying the target audience and tailoring the commercial to their preferences is crucial for success. The commercial needs to be placed on channels and platforms that will reach the intended audience.
Elements of a Successful Klondike Bar Commercial
Regardless of the chosen concept, certain elements are essential for a successful Klondike bar commercial.
Visual Appeal
The commercial needs to be visually appealing, with high-quality cinematography and attractive imagery. The focus should be on showcasing the Klondike bar in the most tempting way possible.
Clear and Concise Messaging
The messaging needs to be clear and concise, communicating the key benefits of the Klondike bar in a memorable way. Avoid overly complicated or confusing language.
Memorable Tagline
A catchy and memorable tagline is essential for creating brand recognition. The tagline should encapsulate the essence of the Klondike bar and its appeal.
Emotional Connection
The commercial should aim to create an emotional connection with the viewer, tapping into feelings of nostalgia, happiness, or simple pleasure. This will make the commercial more memorable and impactful.
The Importance of Music and Sound Design
Music and sound design play a crucial role in setting the tone and creating the desired atmosphere for the commercial. Upbeat and energetic music can convey a sense of adventure, while soothing and relaxing music can emphasize the indulgence factor. The sound of the chocolate cracking and the ice cream being bitten into can add to the sensory experience.
Measuring Success: Key Performance Indicators (KPIs)
After the commercial airs, it’s important to measure its success using key performance indicators (KPIs).
Brand Awareness
Has the commercial increased awareness of the Klondike bar brand? This can be measured through surveys and social media monitoring.
Sales Figures
Has the commercial led to an increase in Klondike bar sales? This is a direct measure of the commercial’s effectiveness.
Website Traffic
Has the commercial driven traffic to the Klondike bar website? This can indicate increased interest in the product.
Social Media Engagement
Has the commercial generated engagement on social media platforms? This can include likes, shares, comments, and mentions.
Ethical Considerations
When creating a commercial for any product, it’s important to consider ethical implications. The commercial should be truthful and not misleading, avoiding any false claims about the product’s benefits. It should also be sensitive to cultural differences and avoid perpetuating harmful stereotypes. Finally, the commercial should be appropriate for all audiences, especially children.
Final Thoughts: Crafting a Legacy
Creating the first commercial for the Klondike bar is a significant opportunity to shape the brand’s image and legacy. By understanding the product’s appeal, carefully considering the target audience, and paying attention to the details of visual appeal, messaging, and emotional connection, it’s possible to create a commercial that resonates with viewers and stands the test of time. While the “What Would You Do?” campaign eventually defined the brand, the initial commercial would have laid the foundation, introducing the world to the simple pleasure and irresistible temptation of the Klondike bar. The challenge lies in capturing that essence and presenting it in a way that is both memorable and impactful, ensuring that the Klondike bar’s introduction to the world is as sweet and satisfying as the treat itself.
What were some of the key creative elements that defined the early “What Would You Do For a Klondike Bar?” commercials?
The earliest Klondike Bar commercials relied heavily on relatable scenarios that highlighted the extreme lengths people would go to for the treat. The humor stemmed from the contrast between mundane everyday situations and the outlandish actions taken for a Klondike Bar, creating a sense of absurdity and memorability. These commercials focused on the everyday person and their desire for the simple pleasure of a Klondike Bar.
Another crucial element was the use of catchy, memorable phrases and visual gags. The question itself, “What would you do for a Klondike Bar?”, became a pop culture catchphrase. Visual humor, like characters performing silly or embarrassing acts, reinforced the message and made the commercials entertaining and shareable, contributing significantly to the brand’s identity.
How did the “What Would You Do For a Klondike Bar?” campaign contribute to the Klondike Bar’s brand recognition?
The “What Would You Do For a Klondike Bar?” campaign proved incredibly effective in establishing strong brand recognition. By associating the Klondike Bar with a universally appealing desire – a delicious treat – and presenting it in a humorous and relatable way, the campaign made the brand instantly recognizable and memorable. The catchy slogan and the outlandish scenarios became synonymous with the Klondike Bar.
Furthermore, the campaign’s consistency over many years reinforced its message and solidified the Klondike Bar’s position in the market. This longevity, coupled with the widespread popularity of the commercials, created a lasting impression on consumers, contributing to increased sales and brand loyalty. The simple question became a cultural touchstone, effortlessly connecting consumers to the Klondike Bar.
What are some examples of memorable scenarios from the original “What Would You Do For a Klondike Bar?” commercials?
One memorable scenario featured a man willing to embarrass himself by clucking like a chicken in public for a Klondike Bar. The sheer awkwardness of the situation, combined with his unwavering determination, made for a hilarious and unforgettable commercial. This emphasized the product’s desirability in a lighthearted way.
Another popular commercial showed a woman agreeing to dye her hair bright pink in exchange for a Klondike Bar. This scenario highlighted the sacrifices people were willing to make for the treat, further reinforcing its appeal. The willingness to undergo a dramatic, albeit temporary, change for the sake of the ice cream bar amplified the humorous effect and cemented the campaign’s creative impact.
How did the advertising landscape evolve, and how did the “What Would You Do For a Klondike Bar?” campaign adapt to those changes?
As advertising evolved, moving from primarily broadcast media to include digital platforms and social media, the “What Would You Do For a Klondike Bar?” campaign adapted by expanding its reach beyond television. While maintaining its core message and humorous tone, the campaign incorporated interactive elements and user-generated content, encouraging consumers to create their own “What Would You Do?” scenarios. This adaptation allowed the campaign to remain relevant in a fragmented media landscape.
The campaign also embraced a more contemporary approach to humor, reflecting evolving cultural sensitivities and tastes. While still relying on absurdity and over-the-top scenarios, the later iterations of the campaign often incorporated celebrity endorsements and parodies of current trends, ensuring the message continued to resonate with younger audiences. This willingness to evolve while staying true to its core identity was key to the campaign’s continued success.
Were there any controversies or criticisms surrounding the “What Would You Do For a Klondike Bar?” commercials?
While largely successful, the “What Would You Do For a Klondike Bar?” campaign occasionally faced criticism for promoting potentially embarrassing or degrading behavior. Some argued that the commercials normalized the idea of sacrificing dignity for material goods, which was perceived as a negative message. This criticism, however, was relatively limited and did not significantly impact the campaign’s overall popularity.
Another potential point of contention was the campaign’s portrayal of gender roles in certain commercials. While the commercials generally aimed for humor, some viewers felt that certain scenarios reinforced outdated stereotypes. However, the campaign’s creators generally responded to such concerns by diversifying the scenarios and characters depicted in their commercials, demonstrating a willingness to be more inclusive and sensitive to societal norms.
What made the “What Would You Do For a Klondike Bar?” campaign so successful and long-lasting?
The “What Would You Do For a Klondike Bar?” campaign’s success stemmed from its simple yet powerful premise: the irresistible allure of a Klondike Bar. By tapping into a universal desire for pleasure and presenting it with humor and relatability, the campaign created a strong emotional connection with consumers. This emotional connection translated into brand loyalty and increased sales.
Furthermore, the campaign’s consistent messaging and visual style over many years helped to solidify its brand identity. The catchy slogan and outlandish scenarios became instantly recognizable, creating a lasting impression on viewers. This longevity, combined with the campaign’s adaptability to changing media landscapes, ensured its continued relevance and effectiveness. The memorable and repeatable nature of the core concept proved to be a winning formula.
What lessons can modern marketers learn from the “What Would You Do For a Klondike Bar?” campaign?
Modern marketers can learn the importance of creating a memorable and relatable brand message from the “What Would You Do For a Klondike Bar?” campaign. The campaign demonstrates the power of humor in connecting with consumers and building brand loyalty. By focusing on the consumer’s desire and presenting it in an entertaining way, marketers can create a lasting impression and drive sales. A simple, repeatable core message is key.
Additionally, the campaign highlights the significance of adaptability in a changing marketing landscape. By evolving its message and incorporating new platforms, the “What Would You Do For a Klondike Bar?” campaign remained relevant for decades. Modern marketers must be willing to experiment with new channels and technologies while staying true to their core brand values to achieve long-term success. Constant adaptation and a consistent message are crucial for navigating the ever-evolving marketing world.