Posted by Jennifer Wright on September 15, 2009 01:02 PM
What would you do for a Klondike Bar? If the answer is: flee your nagging wife and children and reclaim your manhood, you seem to be Klondike’s newest target market.
On the Klondike website currently, you will find a man cave, where you can play a video game that revolves around helping staid, suburban Khaki Pants Pete go out on the town with a 21-year-old babysitter and watch pudding wrestling at a strip club. (Because real men drink Buds, watch the NFL and eat dainty delicious ice cream sandwiches.)
If this technique had been used to promote either Budweiser or the NFL it would have made sense – rather than forcing viewers to imagine a world where ice cream bars are the ultimate in rebellion.
Perhaps the oddest thing about the new campaign – aside from the fact that it seems a little late to be jumping on the Old School bandwagon – is that Klondike is simultaneously playing up the fact that the bars are only 100 calories. If Khaki Pants Pete is going to throw caution to the wind and hit the town with a girl half his age, wouldn’t he also stop counting calories for that night? That said, if Klondike intended this to generate some controversy and get people viewing the brand in a new, albeit stranger, light, then it’s certainly effective.