REST IN PEACE, CHOCO TACO
WHEN THE INTERNET FREAKED OVER CHOCO TACO’S DISCONTINUATION, KLONDIKE USED ITS MISCHIEVOUS PERSONALITY TO OUT-TROLL THE TROLLS.
CHALLENGE
When the news of Choco Taco demise was met with massive backlash, Klondike needed to quell internet anger while taking back the reins on a growing crisis.
INSIGHT
The internet is many things – level-headed is not one of them. Given Choco Taco’s special place in the hearts of many Americans, the resulting online disappointment quickly grew from a brushfire into a raging inferno. To win fans back, Klondike needed to earn their respect with the ultimate clapback.
IDEA
To take back the narrative, Klondike leveraged their iconic jingle and asked people, “What Should WE Do with the remaining 912 Choco Tacos”. Thousands of ideas poured in, with the brand responding to the most bizarre. But then one post appeared that best captured the internet’s anger: “Take those last 912 & shove them where the sun don’t shine”. So that’s exactly what Klondike did, finding the U.S. city with the least amount of sunshine - Bellingham, Washington - and handing out the last remaining Choco Tacos on Earth to delighted individuals.
The Results
15.9%
YoY dollar sales increase
for Klondike in Q3
2.5B
Earned media
impressions
1329%
Increase in
positive sentiment
