Klondike is the latest confections brand to employ suggestive humor in TV spots.
The campaign for new Klondike Kandy Bars, from The Via Agency, tells the story of how the new bars "came to be."
In the first TV/digital spot (viewable on YouTube), which appears to spoof old porn videos, an animated candy bar "nurse" suggestively tells an animated Klondike Bar "patient" that she knows how to make him feel better, then proceeds to initiate a passionate embrace. Cut to a supermarket, where a couple is shopping in the ice cream aisle. The man, proffering a box of the Klondike Kandy Bars, has apparently just described his racy, animated candy bar/Klondike bar fantasy. The woman responds, drolly: "I'm pretty sure that's not how they're made."
The kicker comes with the campaign's tagline : "The Best Ice Cream Bar Ever Conceived."
The new Kandy Bars from Unilever's Klondike brand pair the classic ice cream bar with bits of crunchy candy and cookies, and come in three flavors (Caramel & Peanuts, Cookies & Cream and Fudge Krunch). They began rolling out in February and are now in retail stores nationwide.
In addition to the new spots, Klondike is partnering with CollegeHumor to create and produce a comedic video series expanding on the story of the animated characters, from their lives as a couple to becoming parents.
Teaser postings are already being featured on Klondike's Twitter and Facebook pages. One, for instance, shows the couple painting a nursery, with copy: "New baby. New digs!? Klondike gives up man cave for nursery! 'I wanted race cars. Candy wanted duckies.'"
The basic concept of the Klondike Kandy Bars campaign is reminiscent of this year's Super Bowl spot for the launch of Hershey's Butterfinger Peanut Butter Cups (in which two live actors playing "peanut butter" and "chocolate" engage in suggestive dialogue while waiting to see a couples therapist), as well as Hershey's' popular Easter-time ad for Reese's Peanut Butter Eggs, featuring a chocolate rabbit kissing a jar of peanut butter, backed by Marvin Gaye's "Let's Get It On."
Unilever's original line of Klondike Bars come in 11 flavors, including a Reese's variety.