Milk Tray, the 100-year-old chocolate-box brand created by Cadbury, is celebrating its centenary by bringing back its iconic mascot, the death-defying delivery man. Only this time, it could also be the Milk Tray Woman.
The advertising adventurer first appeared in 1968, and his increasingly outlandish commitment to getting a box of the chocolates to his paramour became one of the most enduring mascots in British advertising history. After 19 different adverts, including escaping from an avalanche, the Milk Tray Man was finally retired in 2003.
But later this evening, one of the original Milk Tray Men, actor James Coombes, will dust off the old black polo neck one more time, to invite the next generation of derring-doers to apply to become “a new hero to deliver the famous box.”
Cadbury is looking for its new recruit, man or woman, to combine a sense of adventure and daring with the understanding that “gestures of romance, friendship, and even kindness can take many forms.” Even chocolate with a relatively unimpressive cocoa percentage.
James Coombes, who made his first appearance as the Milk Tray Man in 1987 [Cadbury]
The winner will be awarded a contract to act as the Milk Tray Hero for 2016, and the new campaign will continue to feature the iconic slogan, “And all because the lady loves Milk Tray.” Applications can be made at the following website: www.newmilktrayman.com.
Coombes, who made his debut as Milk Tray Man in 1987, said: “I loved this role the first time around and nothing has changed since, so I’m sure whoever gets to fill my shoes will be just as delighted.
“We’re on the search for a modern Milk Tray Man, someone who is thoughtful yet adventurous and I’m really looking forward to seeing who it will be.”
Mondelez International senior brand manager Hortense Foult Rothenburger said: “In the past he was known as a daring action hero, and while a sense of adventure is still key to his character, what we want from today’s Milk Tray Man is someone that is also thoughtful and goes the extra mile to put a smile on our face.
“With an application process that’s open to all, we’re confident we’ll find a modern-day hero and new star of our ads - a thoughtful and daring individual that’s ready to step up to the mark and take on this iconic role.”
