Clark Bars have been around since 1917, but most people didn't know much about them. Also, their distribution was poor. We needed to revitalize the brand and make it relevant in its category. So, we did some digging and found that Clark candy appealed most to men. So we developed a campaign to go after men, ages 18-49.

Our campaign appeals to our target audience with a category-distinctive solution that caught guys' attention and positioned our brand as one for a man's man. TV, radio and online video were followed with an interactive site that further leveraged the competitive nature (Man Test scores) and curiosity (translated spots) of men.

Beautiful woman are like kryptonite to most men. In our TV campaign, we poke fun at this with spots featuring women so beautiful that men will watch them even though they don’t understand a word they are saying. The TV spots prompt viewers to visit areyouclarkenough.com to see the translated TV spots and discover that the joke is on them. The website also houses a Man Test that uses facial recognition software to rate just how manly you are. The TV buy included NFL, NASCAR and Comedy Central. Radio and animated online videos supported the campaign as well.

The campaign was instrumental in securing distribution with retailers in the test market area, going from 700 stores nationally to over 3000 stores in the city of Charlotte, North Carolina alone.

Sold 48% more units than Butterfinger, our biggest competitor, in convenience stores.

Sales went up 164% YOY in grocery stores.

With most important retailer (Walmart), we achieved 90%+ sell-through in just two months.

On the web, there were 26,000 total visitors (5X industry standard based on impressions). The average time on the site: 01:30+, and 9,740 total Man Test photo uploads.