Cadbury Flake, the iconic British chocolate brand long famed for its Flake Girls enjoying a sensual, indulgent moment of pleasure, is launching a brand new TV campaign. Gone are the familiar dulcet tones of the, “Only the Crumbliest, Flakiest” jingle and the famous “Flake Girl” succumbing to the mouthwatering chocolate; instead the beauty and delicacy of the Cadbury product take centre stage in the mesmerising execution, represented simply by one girl and her yellow dress.
Launched on our screens on 8th June on Channel 4, the new ad follows the successful on-pack promotion partnership with Benefit this spring, where Flake gave away one million lipsticks to consumers. The new Flake campaign runs for six weeks in June and July including TV, Cinema and PR backed by £3.5 million investment.
Taking three weeks to create with 200 metres of fabric, the yellow dress becomes an analogy for the beautiful folds of the Flake chocolate itself. As the model spins slowly, the ruffles of her yellow dress swirl around her and delicately envelop her.
Kate Harding, Trade Communications Manager at Cadbury UK, says: “Cadbury Flake campaigns are truly iconic and this is no exception. By focusing on the uniquely beautiful Flake product itself we are confident this TV execution will drive desire for crumbly, flakey chocolate amongst our existing Flake consumers and attract new ones. With £3.5 million investment the new campaign should create a lot of buzz so independents should maximise the support for the campaign by stocking Cadbury Flake on fixture.”
Flake at a total brand level is worth £37m . The Flake consumer promotion in partnership with Benefit which began in February has driven a +5% value sales increase YTD vs. last year on the core SKU Cadbury Flake Milk Chocolate Single Bar.
Created by esteemed Director Baillie Walsh, most famous for his stunning cinematic imagery in films such as “Flashbacks of a Fool” with Daniel Craig and the critically acclaimed Oasis documentary, “Lord don’t slow me down”, the subject of his lens is undoubtedly the sensational dress produced by couture designer Anthony Price and donned by ethereal Russian Model Yulia Lobova.
Harding continues: “Yulia Lobova becomes the 18th Flake Girl, joining the ranks of some of the most famous advertising of all time.”