Klondike is a classic American ice cream brand that is particularly known for its very catchy "What would you do for a Klondike bar?" jingle, launched in 1982 as a part of a nationwide advertising campaign. Given its history, consumers had a high awareness of Klondike, but there was a disconnect in the brand's relevance and consideration. This knowledge drove Klondike to reframe the perception of ice cream and how it pertains to snacking while giving consumers a compelling reason to choose Klondike.
Objective and Context:
Research shows that frozen novelties are considered both a snack and a dessert, but are enjoyed in different time frames: mid-week versus weekend. Eating frozen treats tends to improve consumers' moods, and there is a distinct connection between consumers' moods and how they use media, particularly mobile.
In the interest of getting snackers to buy Klondike for both their dessert and snacking needs, Klondike tapped into its heritage and recruited new consumers by relaunching the "What Would You Do?" (WWYD) jingle for an "Instagram generation." Its objective was to increase relevance of its frozen treat, and maximize the impact of Klondike's jingle in channels most relevant to its target audience.
Research revealed that the millennial audience, or the A18–34 "Instagram generation," had a strong interest in music, comedy, and sports. Klondike's target audience for its dynamic audio execution was made up of millennial music lovers and comedy fans.
Klondike leveraged digital dynamic audio to take advantage of its jingle's equity in an endemic environment. By partnering with Pandora, Spotify, and iHeart Radio, it created a full audio campaign that included dynamic commercials and podcast sponsorships. Klondike's dynamic audio assets allowed it to serve tailored jingles to sound like the genre consumers were currently listening to. Dynamic assets were created for pop, rock, rap, comedy, and country genres. All platforms used contextual and second-party interest and behavioral targeting to reach users with appropriate audio assets that resonated with their unique interests.
Research indicates that millennials expect advertising to be entertaining and they tend to better recall ads that made them laugh. The top podcast genre in listenership is comedy, with music just behind it. With Spotify and iHeart Radio, Klondike tapped podcast creators and the use of host reads for pre- and mid-roll placements.
Overall Campaign Execution:
Klondike's campaign successfully reached its A18–34 demo in accordance with Nielsen's benchmarks and across all genres by using advanced targeting in audio platforms. It also saw relatively even performance across all genres, indicating the value of creating personalized messaging based on the varied interest of listeners within its demo. Although the campaign was cross-device, with activity auto-optimizing based on the screen that the audience that was viewing, most impressions skewed toward mobile. Overall, dynamic audio execution was about 15 percent of Klondike's media campaign.
Within the frozen novelty category, research shows that the younger demographic (A25–34) is more likely to consider Klondike's product as a dessert rather than a snack, whereas the opposite pertains to adults over 55. The consumption of snacks versus desserts varies in terms of both time of day and week, making it essential that Klondike adopt an always-on approach to get consumers to consider Klondike for both snacking and dessert "time frames." With dynamic digital audio buy, Klondike was able to reach its key target regardless of whether they were on the go or not, listening to music and/or podcast content on mobile. The execution was also creative in its advanced use of the partners' targeting capabilities to serve genre-specific variants of its jingle.
Klondike's campaign achieved its objective and increased the Klondike jingle's presence among its target audience. Particularly with Pandora, it successfully reached its A18–34 demo across all genres and in accordance with benchmarks. Top performing genres included rock and country, performing at 90 percent on demo within Pandora. All genres also performed relatively evenly, indicating the value of tailored messaging based on interests.