Cadbury has unveiled a new campaign that launches a nationwide search to find the next Milk Tray Man, bringing back an iconic company mascot that was arguably once as integral to the Milk Tray brand as the Milkybar Kid was to Milkybar. Kicking off with a brand new 30-second spot, the campaign calls for the nation’s most thoughtful individuals to step up to the mark and apply online at the bespoke New Milk Tray Man website for a chance to inhabit this coveted role.
Cadbury has unveiled a new campaign that launches a nationwide search to find the next Milk Tray Man
James Coombes in the new spot
Thirteen years on since the Milk Tray Man last appeared on TV screens, the new ad, directed by Tomas Skoging of Acne, stars actor James Coombes, who originally played the role of the Milk Tray Man back in 1987. Set within a quintessentially British secret spy headquarters, it opens with the 80’s hero in his iconic black polo neck, watching a montage of action scenes from the historic ads. Coombes then reveals a secret passage, featuring framed stills of the adrenalin fuelled moments from his heyday that celebrate the different ways the famous box of chocolates have been delivered. All except for the last frame, empty apart from the iconic silhouette of the Milk Tray Man. Coombes then goes onto make a dramatic exit, leaping from the window only to be seen disappearing into the horizon as he dangles beneath a helicopter, leaving the office ready for his successor.
The search is on for the new Milk Tray Man!
Hortense Foult Rothenburger, senior brand manager at Mondelez International, said: “Since it first launched in 1915, Cadbury Milk Tray has always been the way to treat the woman you love. However, this sentiment has changed over time and with that so must our hero, who now needs to be thoughtful as well as adventurous. Our modern Milk Tray Man will know the importance of being caring and considerate, and how delivering a delicious box of chocolates can bring a smile whenever the occasion. Our search for a modern-day leading character is open to anyone that considers themselves to be thoughtful yet daring, and we can’t wait to find this someone – the next Milk Tray Man.”
The film, by Fallon London, stars actor James Coombes, who originally played the role of the Milk Tray Man back in 1987
Coombes as the Milk Tray Man back in the 80's
The campaign, by Fallon London, will be worth more than £4 million and launched earlier this month during ITV’s The Chase and on the October 11 episode of The X Factor. The spot will also be available to view online, directing consumers to the website where anyone can apply for the chance to be the new Milk Tray Man. This integrated campaign will be supported by Golin, Elvis, PHD, Gravity Road and RPM, who will handle activation across cinema, social media, PR, content films, in-store and out of home to drive brand and product re-appraisal. The return of this iconic hero is part of a modern day makeover specially given to the classic box of chocolates, which celebrates its 100th birthday this year. Complete with newly designed packaging designed to resemble a gift wrapped present, which makes sense, as if you've never given a box of Milk Tray as a romantic gift, you're probably not British!
