New campaign – Flake

Joss Stone unveiled as Flake Girl

Joss%20Stone%2C%20Cadbury%20FlakePublicis has created the first campaign starring soul singer Joss Stone as the Cadbury Flake Girl. It breaks tonight (Wednesday) during the premier of ITV primetime drama, Rock Rivals.

The ad also revives the “crumbliest, flakiest chocolate” jingle, which Stone sings. She is the first celebrity to star as the Flake Girl.

Stone is seen in a recording studio picking up a bar and singing the jingle to herself during a break. The ad, which is shot in a documentary style, aims to re-introduce the “Flake Girl” spirit to a younger generation of women.

The ads, showcasing “flake moments” were introduced in 1959. One spot was taken off air in 1979 after viewers complained that the woman bit into her Flake in a “sexually suggestive manner”.

Media planning and buying is through Starcom.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here