Fallon London revived Cadbury’s Milk Tray Man character, portrayed by actor James Coombes, in a campaign featuring the character appearing on TV for the first time in 13 years.
In the 30-second broadcast spot, entitled “The search is on!” Coombes announces the search for a successor. He takes a look back at his character’s history before announcing, “Now it’s time for a new hero to deliver the famous box,” concluding with the line, “New Milktray Man, step forward.” The spot then, isn’t just a revival of the character for Coombes, but a passing of the torch as a new actor will take the role going forward, bringing it into a new advertising landscape. Supporting the broadcast ad in the integrated campaign are social media, PR, OOH and in-store efforts, handled by agencies Golin, Elvis, PHD, Gravity Road and RPM.
“Since it first launched in 1915, Cadbury Milk Tray has always been the way to treat the woman you love,” Mondelez senior brand manager Hortense Foult Rothenburger told Marketing. “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.”