CADBURY FLAKE LAUNCHES NEW ADVERTISING CAMPAIGN
Cadbury Flake, the British chocolate brand, is launching a brand new TV campaign.
Its previous marketing campaign was famed for its Flake Girls enjoying an indulgent moment of pleasure but Flake have decided to move away from this image and re-market the chocolate bar.
In order to outline the delicacy of the Cadbury product one girl and her yellow dress take centre
stage in the advertisement.
Launching on TV screens from the 8th June on Channel 4, the new advert is following the success of the on-pack promotion partnership with Benefit that took place this spring.
Flake gave away one million lipsticks to consumers in its promotion, in-keeping with its female target market.
The new Flake campaign runs for six weeks in June and July including TV, Cinema and PR backed by a £3.5 million investment.
Taking three weeks to create with 200 metres of fabric, the yellow dress becomes an analogy for the folds of the Flake chocolate itself. As the model spins slowly, the ruffles of her yellow dress swirl around her and cover 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.”
Created by Director Baillie Walsh, the dress in the advert was produced by couture designer Anthony Price and is modeled by Russian Model Yulia Lobova.
Harding is excited for the model, stating:
“Yulia Lobova becomes the 18th Flake Girl, joining the ranks of some of the most famous advertising of all time.”
Flake at a total brand level is worth £37m1. The Flake consumer promotion in partnership with Benefit – which began in February – drove a +5% value sales increase YTD vs. last year on the core SKU Cadbury Flake Milk Chocolate Single Bar.
To visit the Cadburys website click here, OR for information on the Benefit promotion click here.
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