Cadbury's Flake is a bar of flaked and rolled milk chocolate produced in Australia and the U.K. by Cadbury-Schweppes. Chocolate comes in dark, milk, and white varieties with cocoa solids contributing to the brown coloration. ... For an explanation of terms like England, (Great) Britain and United Kingdom see British Isles (terminology) Motto: Dieu et mon droit (Royal motto) (French for God and my right)3 Anthem: God Save the Queen4 Capital London Largest city London Official language(s) English de facto 5 Government Monarch Prime... Cadbury Schweppes plc is a confectionery and beverage company with its headquarters in London. ...

It was first made in 1920 and required development of specialized chocolate technology in order to achieve the crumbly nature of the chocolate. 1920 (MCMXX) is a leap year starting on Thursday (link will take you to calendar) // Events January January 7 - Forces of Russian White admiral Kolchak surrender in Krasnoyarsk. ...

The product gained some notoriety for its highly sensual advertising. In the UK, adverts have shown people - often women - enjoying a Flake whilst relaxing. In the 1970s, an advert was taken off air following complaints about the suggestive manner in which the woman bit into the bar. Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor. ...

A smaller version of the bar is used in ice-creams to create 99 Flakes. These are ice-creams sold in the UK and elsewhere in which a bar is placed into a standard sized cone. A 99 Flake can refer to an ice cream cone with a Cadbury Flake chocolate bar inserted in it; a specially produced Flake bar for this purpose; or a wrapped ice cream cone product marketed by Cadbury. ...

Several varieties of Flake has been produced, such as Flake Noir in which dark chocolate is used.

Cadbury's Flake had been a top selling chocolate bar with sales growing steadily until 1977 when the whole confectionery market went into decline. Sales dropped by 7%, but Flake lost 13% of its sales. They had to find the reason for the fall and try to reverse the trend.

They had to find out as much as possible about the product, who bought it and why people liked or disliked it. People who were most likely to buy Flake were women aged 25-44 who saw the bar as an "individual, self-indulgent treat". Men and women of all ages bought the bar occasionally, but were put off by the "messiness" of eating it. The agency decided to concentrate on this group and develop a new campaign.

People ate the 'crumbs' in different ways so they decided to turn the 'messiness' disadvantage into an advantage by making it a positive selling feature. The new campaign showed people; eating the last crumbs in their own individual way. A bowler-hat commuter on a train tipped crumbs onto a paper plate and used it as a funnel; a freckled-faced schoolboy sucked them through a straw; and someone tipped back a swivel chair to eat them. The slogan was "Every piece of Flake is sheer enjoyment, so take care not to miss a morsel".

To see if the new advert worked, it was screened in two T.V. areas only and sales were watched. After 18 months, the new campaign had increased sales by 16% in the test areas and that more men bought the product. When the campaign was extended to London, sales increased by 230%, but their original buyers - women aged 24-25 - were buying less because they didn't like the new advert. The agency decided to run both campaigns together proving it was possible to attract new buyers by giving the product a fresher image yet keeping their traditional buyers happy.