How Far Will America Go For A Klondike(R) Bar?

How Far Will America Go For A Klondike(R) Bar?

New Klondike National Video Contest To Award $100,000

ENGLEWOOD CLIFFS, N.J., May 19 /PRNewswire/ -- What would you do for a Klondike(R) Bar? Change your tune from hard rock to country? Wear a Klondike Bear suit for 24 hours -- on the bus, at work and out for happy hour? Don tightie whities and a cape and be the neighborhood super hero? Crazy and creative antics and talents aren't just for reality television anymore. Now, they could earn you big bucks.

Today, Klondike announces the national "What Would You Do for a Klondike Bar?" video contest. People have been asking the iconic question for decades and now Americans can prove it on camera. Who will go to the greatest lengths for the tempting tasty treat?

The grand-prize winning video entrant will receive $100,000 and a trip for a one-on-one digital short consultation with Andy Samberg, Akiva Schaffer and Jorma Taccone of "Saturday Night Live." The team, collectively known as The Lonely Island 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. The comedy team also will be part of the overall judging panel to help select the grand-prize winner.

"We know people love their Klondike Bars," said David Burrows, Senior Brand Director for Klondike. "And we wanted to give Americans the opportunity to show us the great lengths they will go to by answering the iconic question on camera, "What Would You Do for a Klondike Bar?"

The real entertainment in the contest comes with the video categories: Laughs -- to tickle the funny bone; Flaunt It -- to show off unique capabilities; Did You See That? -- for the cool kid in all of us; and Everything Else -- a category that encourages creativity.

"What Would You Do for a Klondike Bar?" video entries will be accepted starting May 13 through July 31 at http://www.klondikecontest.com/, where fans can vote on and rate their favorite off-the-wall videos throughout the summer. Semi-finalist videos will be selected based on fan ratings, as well as feedback from a panel of judges, so every vote counts. Four finalist videos will be announced in August and America also will help select the grand-prize winning video, which will be announced in September.

You don't have to be a budding film maker to get in on the action. When you visit http://www.klondikecontest.com/ to rate your favorite videos you will be entered into a sweepstakes for a chance to win $25,000 in cold hard cash. Fans can watch and vote for videos throughout the entire contest and are eligible to enter the sweepstakes once a day.

Contest Integration & Advertising Support

Promotional support surrounding the contest launched May 15 on two popular NBC network television shows. Klondike was featured during the May 15 season finale of "My Name Is Earl." During the episode, Earl's brother Randy shows some of the crazy things he would do for a Klondike Bar. Klondike also advertised in two spots during the show. Additionally, Klondike was the

featured brand in a live television commercial on the May 15 airing of "The Tonight Show," and also advertised in two spots during the show.

Contest Abbreviated Rules

No purchase necessary to enter or win. Void where prohibited. Contest is open to entrants who are legal residents of the 50 U.S. states & D.C., 18 years or older. Contest is sponsored by Conopco, Inc., d/b/a Unilever and begins May 13, 2008 at 12:00 PM ET and ends July 31, 11:59 AM ET. For complete details, see the Official Rules, which govern, at http://www.klondikecontest.com/.

Sweepstakes Abbreviated Rules

No purchase necessary to enter or win. Void where prohibited. The Sweepstakes is open to entrants who are legal residents of the 50 U.S. states & D.C., 18 years or older. Sweepstakes is sponsored by Conopco, Inc., d/b/a Unilever and begins June 2, 2008 at 12:00 PM ET and ends August 30, 11:59 AM ET. For complete details, see the Official Rules, which govern, at http://www.klondikecontest.com/.

About Klondike(R)

The original Klondike(R) 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 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.

About Unilever

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 http://www.unileverusa.com/.

Media Contacts: Lindsey Auslander
GolinHarris Public Relations
(312)729-4366
lauslander@golinharris.com

First Call Analyst:
FCMN Contact:

Source: Klondike

CONTACT: Lindsey Auslander of GolinHarris Public Relations,
+1-312-729-4366, lauslander@golinharris.com, for Klondike

Web site:

http://www.klondikecontest.com/
http://www.unileverusa.com/

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