Cadbury has launched the latest marketing push for its Flake brand in the UK – the first campaign for 50 years not to feature a Flake Girl.
Previous ads for Flake have included a former Miss World, a Bond girl and singer Joss Stone as “Flake Girls”.
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However, the confectionery giant said the “familiar dulcet tones of the ‘Only the Crumbliest, Flakiest’ jingle and the famous Flake Girl succumbing to the mouthwatering chocolate” were gone.
Instead, Cadbury said “the beauty and delicacy of the Cadbury product take centre stage in the mesmerizing execution, represented simply by one girl [and] her yellow dress”.
The GBP3.5m (US$5.1m) campaign launches on UK television screens on Sunday (6 June) and Cadbury UK marketing director Phil Rumbol said the company wanted to give Flake a “fresh, contemporary approach”.
Rumbol added: “We wanted to focus on the beauty of the product rather than just the sensuality of eating it, and this new campaign helps give a stunning and emotive representation of the product and the delicate experience of eating a Flake.”
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By GlobalData
