Suggestive Klondike TV Ad Gives New Meaning To Food Porn

Animated Spot Tells Story of How Candy-Inspired Ice Cream Bars Were Conceived

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Klondike has launched a new ice cream bar. And to support the line extension, the brand is using a little candy porn. Or at least that's the suggestion in a new ad.

The campaign for the bars, dubbed Klondike Kandy Bars, is called "The Best Ice Cream Bar Ever Conceived," and features an animated TV spot whose plotline seems ripped from a 1970s porn flick, complete with a bow-chicka-bow-wow soundtrack.

A candy bar "nurse" tends to an original Klondike bar "patient" and, well, the suggestion is obvious about what happens next. As the ad ends, it turns out that the steamy scene is the fantasy of man shopping for ice cream bars.

The campaign is by The Via Agency, Portland, Maine and will break on Monday. Klondike Kandy Bars began hitting stores in February, featuring three flavors: Caramel & Peanuts, Fudge Krunch and Cookies & Cream.

The ad is an evolution of the comedic approach Klondike has used for years, said Alfie Vivian, VP-refreshments for brand-owner Unilever America. "Yes it is spicy," he said. "But we have had some consumer feedback and we know they love it. It is a good, humorous, fresh way to communicate innovation into the marketplace."

Asked about a potential backlash, he said: "Our intent is to entertain." Thugh he acknowledged that it could bother some viewers, he said "we are very confident based on all the feedback we've gotten from our consumers … that this is going to be very powerful and it's going to do good for the brand."

Indeed, edgy and sexually suggestive ads like this are increasingly filling the airwaves in the food industry, which was once known for more conservative tactics like smiling families seated around the dinner table. Wrigley's Orbit gum, for instance, recently debuted a spot starring comedienne Sarah Silverman getting over a one-night stand with an animated cup of coffee.

Butterfinger debuted a spot in the Super Bowl that was suggestive of a menage a trois.

Klondike's campaign includes a partnership with CollegeHumor, which will create a comedic video series to "further tell the story of Kandy and Klondy's 'romance,' " according to the brand.

Negotiations with CollegeHumor were handled by Mindshare, while GolinHarris is overseeing PR and social media for the campaign.

Mr. Vivian said spending would be on par with what the brand has traditionally laid out. Last year, Unilever supported Klondike with nearly $7 million in measured media, according to Kantar Media. Klondike is the No. 2 brand in the "impulse ice cream" category with 10.1% share, trailing Häagen-Dazs, which has 19.4%, according to Euromonitor International.

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