Klondike Bar Fanatic Wins $100,000 Grand Prize in National Video Contest
Joel Levinson proves he'd travel 5,000 miles 'round the globe for one of the ice cream treats
ENGLEWOOD CLIFFS, N.J. (September 11, 2008) /PRNewswire/ — Klondike® bar-crazed Joel Levinson left sunny Los Angeles behind to profile his "polar" trek to the Arctic Circle for one of the tasty snacks – snagging himself a $100,000 grand prize in the "What Would You Do for a Klondike Bar?"® national video contest. Levinson's "across-this-world" submission, which can be viewed at www.KlondikeContest.com, beat out more than 500 unique entries from fellow ice cream enthusiasts. Klondike launched the humor-driven contest earlier this summer to challenge Americans to showcase their imaginative antics in response to the brand's iconic question – "What Would You Do for a Klondike Bar?"
"Klondike bars are my all-time favorite snack," said Levinson. "My video was designed to show that Klondike bars are irresistible and enjoyable in summer or winter – and anywhere on the globe! There's not too much I'd say 'no' to in order to have one."
Levinson to Meet the Kings of "Digital Shorts"
In addition to the cold hard cash, Levinson will participate in a one-on-one meet and greet with Andy Samberg, Akiva Schaffer and Jorma Taccone of The Lonely Island and "Saturday Night Live" in New York City. The team is best known for directing, writing and starring in hilarious, off-the-wall digital shorts, including "Lazy Sunday" and the Emmy Award-winning SNL digital short, "D*** in A Box" with Justin Timberlake. They also were part of a panel that, along with the voting public, helped judge the contest finals.
Levinson is no stranger to video contests. In fact, winning the "What Would You Do for a Klondike Bar?" grand prize marked his tenth contest win. With the cash, he plans to travel to Africa with friends, rounding out his goal to reach all seven continents by the end of this year. He developed the video contest "hobby" after leaving his home of Dayton, Ohio for a comedy career in Los Angeles. His earnings through video contests proved to be far more fruitful than his original dream. When he discovered a contest involving his beloved Klondike bars, he couldn't resist the opportunity to enter.
"We were impressed by Joel's creativity and cross-continent journey for a Klondike bar," said David Burrows, Senior Brand Director for Klondike. "His venture to the icy Arctic to enjoy a Klondike bar with live polar bears – our brand's icon – coupled with a catchy song about the brand, proved he truly would go to any length for a Klondike bar."
As part of the "What Would You Do for a Klondike Bar?" contest, The Lonely Island team helped inspire Americans to submit video entries by creating a series of its own featuring a Klondike bar character. The first video, "The Phone Call," featured the Klondike bar on the phone with Andy Samberg, asking for help moving out of his apartment. "Moving Day" followed, featuring two of the Klondike bar's friends moving a couch. Andy Samberg and the Klondike bar have a staring contest in the aptly named third video, "Staring Contest." All three videos can be viewed at www.KlondikeContest.com.
The original Klondike® Bar was handmade in the early 1900s by dipping square slices of ice cream into pans of rich, delicious Swiss milk chocolate. Until the 1970s, the Klondike 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 bar's delicious variety of frozen novelty products with the distinctive silver wrapper, square shape and famous chocolaty coating. The "What would you do for a Klondike bar?" advertising slogan has become an American icon and commonly referenced in pop culture. Klondike bars remain top selling novelties in the ice cream category.
Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Each day, around the world, consumers make 160 million decisions to purchase Unilever products.
In the United States, the portfolio includes major brand icons such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 14,000 people in both the United States and Puerto Rico – generating nearly $11 billion in sales in 2007. For more information, visit www.unileverusa.com.