1. FRANCE
Rahua
Hagos
Melles

2. In western Europe
-Temperate climate
Population
-66,000,000
HISTORY
-Enlightenment
GOVERNMENT
-Parliament
LANGUAGE
-French
ETHNICITIES
-Francophone
-Arabs, Africans
ECONOMY
-Wine
-Haute Couture

3.  FIRST
COMMERCIALLY
SUCCESSFUL ICE
CREAM BAR
 HERITAGE
REINFORCEMENT

4.  REINFORCING BRAND IDENTITY AT HOME
WITH THE CLASSIC JINGLE AND IRREVERENT
DARES TO MATCH
 BIKER DUDES AD
 ALL WALKS OF LIFE HAVE A CONNECTION
WITH THE BRAND CORKY HUMOR
WHAT
WOULD YOU
DO FOR A KLONDIKE
BAR?

5. BARS
SANDWICH
LOW CALORIES

7. Products for
the launch
Competitive
landscape
Also owned by
Unilever

8. The two segments represent the
same consumer, but at different
point in time in their life.

9. 18-30 years old
-ADVENTUROUS PERSONALITY
-FOLLOWS INSTINCTS
-CURIOUS BUYER
-LIVES IN THE MOMENT
COLLEGE STUDENTS &
YOUNG PROFESSIONALS

10. WANTS
EXCITEMENT
INTRINSIC
TO THEIR
AVENTUROUS
PERSONALITY
NEED SENSE OF ENJOYMENT
TO KEEP LIVING IN THE MOMENT
IN THEIR
BUSY LIFE

11. 40-55 years old professional
-ADVENTUROUS PERSONALITY
-FOLLOWS PASSIONS DURING TIME OFF
-LOOKING TO REWARD
HIMSELF WHILE
WORKINGHARD
-ESCAPES DAILY
ROUTINE

12. FEEDS
INSTINCTUAL
DESIRE FOR
DISCOVERY
AIMS
TO ACHIEVE
PROFESSIONAL
SATISFACTION

13. “TO STAND OUT PERFORMERS WHO FOLLOW THEIR
PASSIONS AND CRAVE ADVENTURE, THE
KLONDIKE ICE-CREAM BAR WILL DELIVER
SPONTANEOUS ENERGY WITH A YOUTHFUL SPIRIT
BECAUSE THE VARIETIES IT COMES IN SPEAKS TO
THEIR CURIOUS PERSONALITY.”

14.  CORKY AND HUMOROUS
 Cross-segment appeal through personality
 Youthful, energetic and passionate
 Everyone loves ice cream
PERSONALITY

17. RIDDLES AND FACTS PRINTED IN THE
INNER PART OF THE WRAPPER
 RELATED TO THE THEME OF THE CAMPAIGN
 ANSWER TO POSSIBLY BE WORKED OUT IN
TEAMS AND SUBMITTED VIA SOCIAL MEDIA
PLATFORM FOR POINTS
STREET BUZZ MARKETING
 ICECREAM SAMPLE AND COMMUNICATION OF
ONLINE CAMPAIGN (TWITTER AND FACEBOOK
PAGES)
CREATIVE GUIDELINES

18.  FACEBOOK PAGE DIFFERENT
ANALITICAL AND CREATIVE
CHALLENGES TO BE SOLVED WITH
BEST ANSWERS JUDGED BY PEERS
ONLINE
 Ex: ON OBSTACLES FACED DURING THE GOLD
RUSH THAT CAN BE OVERCOME WITH MODERN
TECHNOLOGY NOWADAYS
CREATIVE GUIDELINES

19. PRIZES: 4 DAY TRIP IN THE USA,
FAMILY BOARD GAME, ICE-CREAM
SUPPLY
 SUBWAY BILLBOARDS
 EXTENTION OF ONLINE CAMPAIGN
 TV COMMERCIAL
 EXTENTION OF ONLINE CAMPAIGN

20. The
Hunt is
on…

21. SOURCES: CIA FACTBOOK
FRANCE.FR

22. France is a permanent member of the UN Security
Council, NATO, the G-8, the G-20. Since 1958, it has
a hybrid presidential-parliamentary government
form and it was pivotal in the economic integration
of Europe. In the early 21st century, five French
overseas entities - French Guiana, Guadeloupe,
Martinique, Mayotte, and Reunion - became French
regions and were made part of France proper.

23. France is located in Western Europe and clockwise it
borders the English Channel , Belgium, Luxemburg,
Germany, Switzerland, Italy, the Mediterranean Sea,
Spain and the Atlantic Ocean. It is the largest
country of the EU with a surface area of 643,801 sq
km. France has generally cool winters and mild
summers, but mild winters and hot summers along
the Mediterranean. The terrain is mostly flat plains
or gently rolling hills in north and west; the
remainder is mountainous, especially Pyrenees in
south, Alps in east with the Mont Blanc as the
highest point at 4,807 m

24. The total population is 66,259,012 millions
with a growth rate of 0.45% and French is the
official language of the west European
country. The urban population is 85% of total
population as of 2010 and 10.41 million
Frenchmen live in Paris, 1.457 million live in
the Marseille-Aix-en-Provence area, 1.456
million live in Lyon, 1.028 million live in Lille
and the Nice-Cannes region is habituated by
977,000 as of 2009.

25. The Franks who conquered the territory in the
5th century from the Romans gave their name to
the territory. Notable events in French rich
history are the 100 years war against England;
the enlightenment movement and the French
revolution which inspired socio-political
changes all across the European continent in the
1600s and 1789 respectively. The first republic
was established right after till the ascension of
Napoleon, who temporarily re-established
imperial power, until 1870 when France became
a republic once again. France took part in World
War I and II and emerged victorious from both.

26. Paris is its capital and the territory is divided in 22
metropolitan regions and 5 overseas regions (French
Guiana, Guadeloupe, Martinique, Mayotte, and
Reunion). It uses the Civil law system. The president
of the republic is Francois Hollande and the Prime
Minister is Manuel Valls. It has a Council of
Ministers’ cabinet appointed by the president. The
bicameral Parliament consists of the Senate and the
National Assembly. The highest court is la Cour de
Cassation and the national holiday is the 14th of July
which marks the end of the French revolution. The
French national symbols are the Gallic rooster, le
fleur-de-lis and Marianne.

27. France is very ethnically diverse and it comprises
Celtic and Latin with Teutonic, Slavic, North
African, Indochinese and Basque minorities. The
overseas departments represent black, white,
mulatto, East Indian, Chinese and Amerindian
races. French is the official language, but there are
regional dialects and languages that are rapidly
declining such as Provencal, Breton, Alsatian,
Corsican, Catalan, Basque and Flemish. In the
overseas departments French, Creole patois and
Mahorian are spoken. 83%-88% of France is of
Roman Catholic faith.

28. France's economy is centered around services
more than 70% of the active population. Its
agricultural sector makes France the leading
agricultural producer in the EU. France is the
global leader in the production of wines and
spirits. The industrial sector is highly developed
in the agribusiness, automobile, building and
public works, chemical industry, rail,
aeronautics and aerospace, energy, and
pharmaceutical and cosmetics sectors. France is
also renowned for its luxury and tourism sector.
It is the leading tourist destination in the world.

30. Klondike bar to be introduced with the most
popular candy bars flavor in France
and other corky ones to differentiate from
existing leading ice cream brands
Oreo cookie ice-cream sandwich
Chocolate ice cream taco
Mint chocolate chip bar

31. Packaging:
 it will remain like the original because the
polar bears in the logo have an universal
appeal.
 The campaign launch will feature curious
segments of the Klondike product line
that already has distinctive packaging

32. Product concept:
 DISCOVERY PROCESS to match the
brand awareness strategy for the new
product to market along with the
campaign theme