Forsman & Bodenfors | Agency Profile, Contacts, AOR, Client Relationships

• A bespoke guide the brand's social strategy and day-to-day earned response.
  • The team will work closely with parent company Via.
• The new initiative follows Klondike's first experiential effort. On September 3, the ice cream brand gave away Choco Tacos at the last Savannah Bananas baseball game of 2022.
• Since then, Klondike has continued rolling out experiential events.
• The company is likely to:
  • Continue utilizing experiential initiatives
  • Seek additional sponsorship opportunities similar to its partnership with the Savannah Bananas
  • Keep increasing digital spend​​​​​
• Target demographic: 
  • Gen-Z and millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Klondike has allocated roughly $6.6m toward national TV commercials, down 16% from the roughly $7.9m allocated by this point last year.
  • Last year: The brand ended up allocating around $8.6m on this channel last year after not having utilized it at all in 2020.
  • 2022 ad programming: Klondike's 2022 commercials have aired during shows such as the 148th Kentucky Derby, Today, The First 48, Charmed, and Late Night With Seth Meyers.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has spent approximately $3.7m on digital ads YTD, up 28% from the approximately $2.9m spent within the same 2021 timeframe.
  • YTD data: Since the beginning of 2022, Klondike has earned ~523.9m digital impressions via Facebook (44%), Twitter (39%), Instagram (12%), desktop video (3%), desktop display (2%), and mobile display (1%) ads.
  • Last year: The brand's estimated full-year 2021 spend more than tripled to $2.4m from that of $685k in 2020. 
• Additional channel insights  
  • The company also utilizes local broadcast.

Additional agency insights:

• Opportunity: Reach out soon to offer PR, creative, and/or social media management services.
  • We are still working hard to determine whether or not Edelman is a new AOR, and we will let you know what we confirm.
  • Other than Edelman, we haven't heard of any additional recent roster shifts since Unilever appointed Firework as a platform partner for some of its brands earlier in 2022.
• Current agency roster:
  • Edelman: At least a project-by-project agency partner
  • Via: Creative AOR
  • : Social AOR
  • : Media agency partner

Insight Sources: Broadcast insights estimated by Kantar.