Flake replaces sexy girl for artistic depiction

Cadbury has unveiled a £3.5m advertising campaign for Flake, which replaces the “Only the Crumbliest, Flakiest” jingle, with images of a yellow dress becoming a Flake chocolate.

The ad, created by agency Fallon, and set to launch tomorrow (8 June) on Channel 4 shows a model spinning slowly, with the ruffles of her yellow dress swirling around her and eventually becoming the chocolate bar. The ad is being placed by media agency PHD and can be seen here (above).

Phil Rumbol, soon to depart as Cadbury’s UK marketing director, says: “For the past 8 months the UK Cadbury team have been working on creating a new campaign that helps give Flake a fresh, contemporary approach. 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.”

“Flake is still a unique product that is still going strong in its 90th year, it has an amazing heritage and we wanted to create something contemporary, yet timeless”

The campaign follows a successful sales promotion partnership with Benefit in March 2010, where the brand gave away one million lipsticks.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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