Cadbury ditches 50-year-old Flake strapline

Cadbury's Flake is ditching its famous strapline 'Only the crumbliest, flakiest chocolate' in a strategic marketing move, ending more than half a century of ads.

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The latest TV spot for the chocolate bar will mark a shift in strategy for Cadbury's Flake, and one of the longest-running straplines in the country, in an attempt to boost sales by new owner Kraft.

Created by Fallon, the TV ad airs on 8 June on Channel 4, featuring new Flake girl Yulia Lobova, who is a trained ballerina.

Cadbury has opted to swap the familiar dulcet tones of the Only the Crumbliest, Flakiest jingle and the famous Flake girl succumbing to the mouth-watering chocolate to focus on the chocolate bar.

The  Flake takes centre stage with a focus on the beauty and delicacy of the product.

The Flake is represented by the one girl and her yellow dress, which is an analogy for the Flake.

Phil Rumbol, the outgoing UK marketing director of Cadbury, said: "For the past seven months the UK Cadbury team has been working on creating a new campaign that helps give Flake a fresh, contemporary approach."

The Flake girl first hit TV screens back in 1959 and stars of the ads have included the 1969 Miss World, Eva Rueber-Staier, and pop star Joss Stone.

The ads have often caused controversy. In the 1970s one was taken off air as it was deemed too racy.

The ads disappeared in 2004 but were resurrected when the brand relaunched in 2007 with Joss Stone as the new star of the campaign for one of the oldest chocolate brands in the country.

View a gallery of Flake ads over the past 50 years here.

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