A new marketing campaign by Nestlé is daring to take the Yorkie bar where no chocolate bar has gone before; into an exclusively male world.

Yorkie, the chunky chocolate bar, has always been closely associated with male consumers, from its origins in the 1970s trucker adverts to the recent sponsorship of football, but the advertising campaign launched at the weekend is the first to state definitely "it's not for girls".

The redesigned wrapper of the bar also carries a "no women" tag, as the O of Yorkie is transformed into a mock Highway Code sign banning the fairer sex.

The new campaign runs a risk for Nestlé, given that women make up the larger proportion of chocolate eaters in the UK, but the company explains that it is an antidote to the "feminine silks and swirls" of other chocolate ads.