CLARK CANDY BRINGS BACK 'I WANT A CLARK BAR' CAMPAIGN; ADS TO AIR NATIONWIDE FOR FIRST TIME IN 25 YEARS
CLARK CANDY BRINGS BACK 'I WANT A CLARK BAR'
CAMPAIGN; ADS TO AIR
NATIONWIDE FOR FIRST TIME IN 25 YEARS
PITTSBURGH, Oct. 1 /PRNewswire/ -- Giraffes and kangaroos, oh my! The Clark Candy Company is answering the call of the wild and responding to consumer requests by bringing back the "I Want a Clark Bar" ad campaign.
The timeless 30-second black-and-white TV spots, featuring the beloved Clark giraffe and kangaroo, are scheduled to air today for the first time in 25 years. The ads will appear during the debut broadcast of Ted Turner's new Cartoon Network, the first 24-hour all-animation network. They will also run in upcoming weeks in Pittsburgh, home market for the Clark Candy Company, which has made the Clark Bar for 106 years.
"I Want a Clark Bar" is a well-remembered slogan that captured the imaginations of children and adults in the 1960s, when the campaign last aired extensively.
"People have been writing to us for years and asking us to bring back the 'I Want a Clark Bar' ads," said Ty Ballou, vice president of marketing and sales at Clark. "When we decided to resume TV advertising, our choice was obvious. Instead of creating a whole new campaign, we turned to one that withstands the test of time. It appeals to both kids and adults."
Clark hopes to reach a whole new generation with its reintroduction of the "I Want a Clark Bar" campaign, as well as reinforce the brand loyalty it still enjoys among baby boomers, who fondly recall the ads from their childhood.
Industry experts confirm that Clark's decision to bring back the campaign is a smart marketing move and is part of an emerging trend of "retro" advertising.
John O'Toole, president and chief executive officer of the American Association of Advertising Agencies said, "More and more companies are realizing that these well-remembered ads possess a great deal of vitality and are meaningful parts of people's lives."
In perhaps the best-remembered spot of the series, a giraffe encourages people to try a Clark Bar "when you want a candy bar that's head and shoulders above the rest." In the new "recycled" version of the ad, the original black-and-white vignette is followed by a full- color, full-screen shot of the Clark Bar.
Clark is among the oldest candy bars in America. It was first produced in 1886 and has remained a favorite confection among children and adults. The company also produces Slo-Poke(R) and Black Cow(R) caramel suckers, and the BUN(R) candy bar.
Editors: If you'd like to secure a videocassette of the "I Want a Clark Bar" TV commericals, contact Pamela Rocco, 412-456-3568.
CONTACT: Pamela Rocco of Ketchum Public Relations, 412-456-3568, for Clark Candy Company CO: CLARK CANDY COMPANY IN: FOD ADV ST: PA -- PGFNS5 -- X845 10/01/92