CLIENT
Unilever
Tracy Shepard-Rashkin, Senior Brand Manager
Jess Erb, Brand Manager
Jena Sussman, Head of PR and Influencer Engagement
Annie Malknecht, Associate Brand Manager
AGENCY
Keren Kazam, Executive Vice President
Carly Serrano, Senior Vice President
Marissa Cassinelli, Vice President
Marissa Redling, Senior Account Supervisor
Calista Huynh, Account Executive
Andrew Simon, Global Creative Director
Sarah Kasarsky, Strategy Director
Alicia Cabral, Executive Producer
Catherine Rodgers, Senior Project Manager
The VIA Agency
Amos Goss, Creative Director
Nicholas Rog, Copywriter
Sam Myrdek, Art Director
Sarah Blais, Director of Client Strategy
Sophia Abbott, Project Management Director
Amy McCamon, Producer
Leo Schwach, Planner
U-Studio
Brittany Irvine, Senior Social Content & Community Manager
David Haase, Senior Art Director
Jane LeBlanc, Copywriter
Robyn Dutra, Group Creative Director
Daniell Madoff, Content Team lead
Nina Yaverbaum, Senior Content Team Lead
SUMMARY
When Klondike discontinued its beloved Choco Taco, millennials were enraged, and the brand's critical summer sales were threatened. Realizing fans' responses weren't rooted in hate for the brand, but deep love for the Choco Taco, Klondike launched 'Rest in Peace Choco Taco: a farewell tour for fans, by fans to give them heartfelt sendoff. Using earned and paid tactics across social, digital and IRL, the brand saw an extraordinary shift in earned media sentiment, from 93% negative at the heart of the crisis to 100% positive following the campaign.
