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.
Advertisement
“The successful job applicant will thrive on adventure, welcome the limelight and above all else, go the extra mile to make a certain someone feels special”, the chococlate maker announced.
But the campaign does continue to feature the original slogan “And all because the lady loves Milk Tray”.
In a new TV advert, audiences will see James Coombes, one of the original Milk Tray Men, call for wannabe candidates to step up to the mark and apply.
Viewers are encouraged to sign up online to audition (or nominate someone else) at newmilktrayman.com, and Mondelez-owned Cadbury has indicated that the new character could be female.
“Since it first launched in 1915, Cadbury Milk Tray has always been the way to treat the woman you love”, said senior brand manager Hortense Foult Rothenburger.
He’s been absent from our TV screens for the last 13 years, but now Cadbury are looking for someone to fill the shoes – or rather the black polo neck – of the Milk Tray man.
Advertisement
Now the ads from the seventies and eighties are being remade – and the search is on for a new star.
