What Would You Do for a Klondike Bar?

Summer is rapidly melting away, but one ice cream brand has endured every season since 1922 and is still going strong. The brand we’re referring to is none other than Klondike, the stick-less little ice cream bar that could. This special treat is almost 100 years old and has an incredible back-story—one that’s rooted in innovation and nostalgia.

So, what is it about this Silent Era brand that has kept it alive and well in our Digital Age? Let’s take a look.

Creative flavors with a sense of familiarity

Arguably, a combination of familiarity and creativity is what has kept this brand going. Klondike doesn’t shy away from its roots, but the brand still finds new ways to appeal to customers without damaging the essence of the original product. For example, at no point did they ever add a stick or change the iconic silver wrapper, but the company is always coming up with new flavors. But despite the brand’s innovations, the most popular product is still the original chocolate and vanilla.

The importance of a strong brand personality

There’s a pretty good chance that you now have the Klondike jingle stuck in your head (our apologies). The “What would you do for a Klondike Bar?” tagline is so catchy it continues to spur new challenges on the web. Unilever’s president of refreshment division, Kevin Havelock, admits, “I’ve heard of people running outside of the house naked and running back in, in order to get a Klondike Bar, and someone who jumped into a pool, fully clothed.”

And if you do have their jingle stuck in your head, don’t worry, you’re not alone.  Apparently, it occurs often enough that the witty Klondike FAQ site offers a remedy for the afflicted. Klondike’s copywriters don’t shy away from who they are as a brand—and it’s a tactic that’s been working for decades. (Want to see Klondike and Chilean Sea Bass in the same sentence?  Read the FAQs.)

So, what would you do for a timeless brand and a team of stellar copywriters? Hopefully, the first thing you’d do is call us. We can help you find the right marketing talent, and you won’t have to run outside naked to get it.