Cadbury is to launch a new TV campaign starring singer Joss Stone as the latest incarnation of the famous "Flake girl".
The new TV campaign, which breaks tonight, is a move away from the often raunchy tone used in the traditional Flake ads dating back to 1959.
Flake's new campaign, created by ad agency Publicis, is shot in a documentary style that "captures the 'Flake moment'" of Stone in a recording studio.
During a pause in a studio session she picks up a Flake bar and sings a version of the famous "Only the crumbliest, flakiest chocolate …" jingle.
"Joss Stone brings a new twist to the iconic figure, perfectly embodying the Flake girl's fun and spontaneous attitude to life," said Clare Charlton, the brand manager of Flake at Cadbury.
Neil Simpson, the chief executive of Publicis, described Stone as a "long-time lover of the brand" who was "thrilled to come on board" for the campaign.
"Our objective was to contemporise the brand and the idea was to modernise the Flake moment by combining the iconic Flake girl with the renowned Flake jingle," he added.
Cadbury brought the Flake girl back to TV in February last year after a five-year absence using Alyssa Sutherland, an Australian who appeared in The Devil Wears Prada.
However, the £5m campaign did not have the same resonance as the halcyon days of Flake ads.
Since launching in 1959, the Flake girl ads have been noted for their occasionally risqué themes.
As far back as 1969's black and white ad, the clips have been associated with more than a hint of sexual pleasure.
The famous "Bath" ad, featuring a Demi Moore lookalike, and the "Phone" ad became famous for making the sex/chocolate connection more explicit.
Flake girls have included the 1969 Miss World, Eva Rueber-Staier, who also starred in James Bond films Octopussy, For Your Eyes Only and The Spy Who Loved Me.
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