Reports have been circulating that the 007-like Man in Black will disappear from advertising after a story appeared in The Grocer, but Cadbury has denied these reports and said that the Man in Black may yet appear again.
He has been undertaking death-defying stunts since 1968 to bring a box of chocolates to his ladyfriend. He had been seen jumping from cliffs, dangling from a cable car and diving from a moving speedboat, and "all because the lady loves..."
There are no plans for a television push for the brand this Christmas, but there will be a 拢1m-plus outdoor advertising campaign, created by Publicis, with media by Carat.
The Man in Black's most recent outing was three years ago when the model and make-up artist being delivered the chocolate said "Nice packet" in a cheeky retort to the man with the Milk Tray. The spot, created by Euro RSCG Wnek Gosper, allowed viewers to see the face of the Milk Tray man for the first time.
In that 2000 commercial, he had also abandoned his James Bond-style antics in his attempt to woo his lady, simply handing her the chocolate box.
However, the lack of his appearance in poster ads should not be a suprise the chocolate firm. A spokesman for Cadbury said that the Man in Black has never been used in posters for Milk Tray.
While some might see the Man in Black as an outdated figure, it was reported two years ago that Robbie Williams was in talks with Cadbury over appearing in ads for the brand.
Reports say that the latest advertising will feature the slogan "Love with a lighter touch".
Cadbury's Milk Tray brand was launched in 1915 and the "All because the lady loves...' line was introduced in the early 1960s, followed by the Man in Black from 1968.
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