Only the sultriest, funkiest Flake girl

For 40 years, the Flake girl has nibbled seductively on the UK’s most famous brand of chocolate. Now the enduring advertising icon is undergoing its latest regeneration, with soul diva Joss Stone becoming the face – and the voice – of Britain’s “crumbliest, flakiest” chocolate. And there isn’t a bath in sight!

In the new £6 million TV advertising campaign, Joss, the first celebrity ever to advertise Flake, is seen working on a new song in recording studios. During a break, she spies the chocolate bar and nibbles it, prompting her to sing the famous jingle: “Only the crumbliest, flakiest chocolate tastes like chocolate never tasted before.”

The campaign is guaranteed to generate huge brand awareness and tempt the nation to indulge in the crumbiest, Flakiest chocolate in all its forms, including the UK’s favourite ice cream, the Cadbury Flake 99 cone.

Synonymous with ice cream since the 1930’s the Cadbury Flake 99 cone is renowned for its indulgent qualities and a staple product for all freezers this summer!

The new Flake TV advertising will be aired for the first time during ITV1’s anticipated drama series Rock Rivals at 9pm and forms part of a significant marketing spend behind the £85 million Flake brand throughout 2008 including experiential, digital and PR.

There are some things in life you can fake… But you can’t fake a Flake!