After a three-month wait, Unilever will finally reach a decision in its search for an ice cream lover who would do anything for a Klondike bar.
The consumer packaged goods maker announced earlier this week that it has entered into phase two of its “What would you do for a Klondike bar?” online video submission contest and has selected four finalists. The winner will be awarded a $100,000 prize.
Unilever also will give away $25,000, as part of a sweepstakes tied to the contest. Both the video contest and the sweepstakes winners will be announced next month.
Since June, KlondikeContest.com has received 500 video uploads and a total of 123,754 votes for the best videos. Polling will close at the end of this month, said Meghan Stewart, associate director for marketing services at Story Worldwide, New York, the agency that worked with Unilever on the campaign.
Stewart said the brand aims to reconnect with existing consumers, as well as reach out to a new audience. “This was obviously an iconic tagline,” she said of the contest’s title. “It has great recognition and gives consumers a great outlet to express themselves and show the many things they would do for a Klondike bar.”
Some of the winning videos include a contestant singing a song about all the places in the world he’d go to eat a Klondike bar, a father who scares his child into thinking there is a monster under the bed just so he can get a hold of the frozen treat and a woman who chooses her boyfriend’s less attractive roommate because he opens a refrigerator and starts gyrating to the Klondike disco.
Unilever spent $2.7 million in the U.S. advertising the Klondike brand in 2007 (excluding online), and $3.8 million January-May of this year, per Nielsen Monitor-Plus.