Oh dear, this ad was certainly not PC, but it was the macho 1970’s, where men were men and women were not. The ad has to be one of the most famous hooks ever in the sweet market, not only can you probably hum the song, but the image you ALL have now is a lady with a big chocolate bar in her mouth. Am I right?
The Cadburys flake is a bar of folded chocolate, that when dried it crumbled, it was created by accident in the 1920’s, when chocolate waste fell to the floor and dried into a flake like product. Job done.
The milk chocolate flake was as we all know, absolutely delicious, and it just melted on to your tongue, and was sheer pleasure straight away. The fact that the advertising agencies in the late 1960’s could see a link with sensual pleasure made this product go to the top of the confectionery counter. The ads from 1969 and through the 1970’s, showed various ladies out on a beach, or on a horse, or in a field of red flowers. When they stopped, they open up the Flake, by peeling the wrapper slowly off, and even more slowly placing the bar into their mouths. They then would make eyes and devour it slowly.
Now my dad always seemed to enjoy these commercials, and when the penny dropped (I was a slow learner), I even more enjoyed it. You may remember that the AD seemed to appear in every break, and at the cinema too, and thus became part of our culture.
“Only the crumbliest, flakiest chocolate. Tastes like chocolate never tested before” I bet you all sang along to that.
By the end of the 70’s the pressure was on to have the ad removed, but it stayed on air, in a slightly more moderated way. But to us 70’s boomers, it was really a little naughty, and it was a great jingle too.