Now the brand has revived him after 13 years, but has added an interactive element by encouraging people to apply to become his successor.
James Coombes, the same actor who played the role in 1987, appears in the character's trademark black turtleneck, reminiscing about old times and watching clips of his old ads as he tells us it's now "time for a new hero to deliver the famous box."
Viewers are encouraged to sign up online to audition (or nominate someone else) at newmilktrayman.com, and Mondelez-owned Cadbury has indicated that the new character could be female. The new Milk Tray Man (or woman) will be selected in January.
Tomas Skoging of Acne directed the spot, which was written by agency Fallon's executive creative director Nick Bell.