This Cadbury Campaign Searches for the Next Milk Tray Man (or Woman)
Charlotte Joyce Kidd — October 11, 2015 — Marketing
References: newmilktrayman & metro
The Cadbury Milk Tray Man has been a staple of the British candy company's advertising for decades -- and a new campaign is opening the iconic role up to women.
The Cadbury Milk Tray is a gourmet-style tray of filled chocolates sold in an elegant deep purple box. It's a Valentines day, Mother's day and Christmas day favorite for sweet-toothed Brits. Since 1968, the Cadbury chocolate gift box has been advertised by the Milk Tray Man, a Bond-like figure who performs extreme stunts in order to deliver a Cadbury Milk Tray to a romantic interest. Like Bond himself, the Milk Tray Man has been portrayed by various male actors over the years.
Now, a national Cadbury campaign seeks to find the next Milk Tray Man -- although he could be a she. The Milk Tray Man competition is open to daring men and women throughout the UK and Ireland.
The Cadbury Milk Tray is a gourmet-style tray of filled chocolates sold in an elegant deep purple box. It's a Valentines day, Mother's day and Christmas day favorite for sweet-toothed Brits. Since 1968, the Cadbury chocolate gift box has been advertised by the Milk Tray Man, a Bond-like figure who performs extreme stunts in order to deliver a Cadbury Milk Tray to a romantic interest. Like Bond himself, the Milk Tray Man has been portrayed by various male actors over the years.
Now, a national Cadbury campaign seeks to find the next Milk Tray Man -- although he could be a she. The Milk Tray Man competition is open to daring men and women throughout the UK and Ireland.
Trend Themes
1. Gender-inclusive Branding - Disruptive innovation opportunity: Brands can embrace gender inclusivity in their advertising campaigns to break away from conventional stereotypes.
2. User-generated Content Competitions - Disruptive innovation opportunity: Businesses can engage their audience by running campaigns that invite users to actively participate and showcase their skills or creativity.
3. Revamped Brand Ambassador Programs - Disruptive innovation opportunity: Companies can revitalize their brand ambassador programs by seeking new talent and fresh perspectives to represent their brand and engage with consumers.
Industry Implications
1. Confectionery - Disruptive innovation opportunity: Confectionery companies can tap into the growing demand for inclusive advertising and position themselves as forward-thinking brands.
2. Advertising and Marketing - Disruptive innovation opportunity: Advertising and marketing agencies can develop campaigns that encourage user-generated content and foster a sense of community participation.
3. Entertainment - Disruptive innovation opportunity: Entertainment companies can explore revamping traditional brand ambassador programs to create engaging experiences for their audience.
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