GREEN BAY, Wis., Feb. 15 /PRNewswire/ — Get ready for Klondike(R) to burn rubber as this beloved brand becomes a proud sponsor of the NASCAR Busch Racing Series!
Poised as the largest activation in the history of the brand, Klondike will join Unilever’s multi-brand sponsorship and become one of the official sponsors of Evernham Motorsports’ #9 Ultimate Chargers(TM) Dodge during the 2007 Busch Series season. Evernham NEXTEL Cup standout drivers Kasey Kahne, Scott Riggs and Elliott Sadler will be behind the wheel. Race fans should get ready for the feeding frenzy as the Klondike logo decal is featured on the hood of the #9 Dodge for the October Race at Lowe’s Motor Speedway and displayed on the side of the car for the remaining 22 races.
“It’s a natural fit for Klondike to share the stage with NASCAR,” says Julio Del Cioppo, Director of Popsicle, Klondike and Good Humor. “Our partnership with Evernham Motorsports, one of the hottest teams in NASCAR, will enable us to reach out to our target audience in a new and exciting way. We look forward to the start of the 2007 Busch series season and we’re proud to be associated with such a respected and talented team as the Ultimate Chargers”
Race enthusiasts and consumers will reap the benefits of the Klondike/NASCAR partnership via:
— The launch of several NASCAR-licensed products in early 2007,
including a “NASCAR Bar” that features Kasey Kahne on the package and
delivers an indulgent ice cream experience
— An exciting Klondike on-pack sweepstakes that provides consumers the
chance to win a grand prize trip to Daytona International Speedway in
2008 (estimated retail value $15,525), plus many other NASCAR
— Klondike trackside activation and sampling at many NASCAR tracks
— NASCAR-themed television advertising that rounds out an integrated
advertising and promotional plan
The Klondike(R) Original Bar was handmade in the early 1900s by dipping square slices of ice cream into pans of rich, delicious milk chocolate. Until the 1970s, the Klondike(R) Bar was sold only in Pennsylvania and Ohio. In 1978, distribution expanded into Florida, followed by New York and New England. Today, millions of Americans have come to love the Klondike(R) Bar’s delicious variety of frozen novelty products with the distinctive “polar bear” logo and foil wrapper, and the “What would you do for a Klondike Bar?” advertising has become commonly referenced in American culture. Klondike(R) is the number one ice cream novelty brand in the U.S. [ACNielsen ScanTrack Dollar Volume YTD ending 11/4/06]