'Sultry' Joss Stone to Be the New Cadbury Flake Girl

R&B Singer Latest in Long Line of Chocoholic Females

Posted by Mike Tunnicliffe on 02.13.08 @ 11:58 AM

Cadbury's Flake brand, which has developed some of the most memorable and long-lasting British advertising campaigns through its iconic "Flake Girl," has linked up with Soul Diva Joss Stone to give it a fresh approach this spring. The chocolate brand has had one of the most memorable strap lines "only the crumbliest flakiest chocolate," which was often sung in the commercials and is a slogan that any baby boomer from the UK will remember from his or her childhood.

As far back as the 1969 black-and-white commercial featuring the "Flake Girls" biting suggestively on the stick of crumbly chocolate, the flake ads have tended toward the risqué. For example the "bath" ad from the 1970s featuring a Demi Moore lookalike, and the "phone" from the same period became famous for the sex/chocolate connection. Famous Flake girls have included the 1969 Miss World, Eva Rueber-Staier, who also starred in the James Bond films "Octopussy," "For Your Eyes Only" and "The Spy Who Loved Me."

In the adverts -- which will be available on Cadbury's site -- Stone will be in a recording studio singing to herself the chocolate bar's iconic strap line.

"The idea was to reference the old adverts but bring a new feel to them. Joss was chosen because she is sexy but in a young, fresh way," a Cadbury's source told British newspaper The Sunday Mirror. "Joss is funky and spontaneous rather than sultry."