Flake jazzes up image with Joss

22 February, 2008

Cadbury Trebor Bassett has signed up singer Joss Stone as the brand’s first celebrity Flake Girl.

Stone will appear in a TV ad to be aired on March 3, singing the Flake jingle.

The ad is part of a £5 million campaign that aims to engage with a new generation of younger women through experiential, digital and PR activity.

Trade communications manager Kate Harding said: “Cadbury Flake has the second highest consumer preference for any chocolate brand after Dairy Milk.

“Joss Stone perfectly personifies the Flake Girl’s fun and spontaneous attitude to life.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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