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The relaunch is planned as a deliberate antidote to the "feminine silks and swirls and indulgent images of most confectionery advertising", according to Nestle Rowntree marketing director Andrew Harrison. He added: "It's a wonderful contrast to the downsizing and feminisation of the Mars bar."

In the new logo, the 'O' of Yorkie becomes a 'no women' symbol, featuring a woman struck through by a red line. The packs will have 'It's not for girls' on one side and 'Not available in pink' on the other.

The TV spot, by J Walter Thompson, breaks on April 1 and pokes fun at the differences between men and women. Billboard and press ads will support the TV campaign, featuring tongue-in-cheek straplines such as 'Do not feed the birds', and 'King size not queen size'.

Harrison said that just as the famous 1970s 'trucker' ad, also by JWT, was appropriate for that period of "long-haul, union power, pre-Thatcher Britain", the new campaign fits in with the current decade, in which women drink pints and watch football.

Yorkie will continue to be the official confectionery sponsor of the Premiership until the end of this season. It will also see out its broadcast sponsorship of ITV's magazine show On The Ball. It has not been decided whether to continue its association with football beyond this season.