The brand kicked of the integrated campaign today (9 October) with a TV ad featuring the 1987 embodiment of the iconic character, James Coombes.
Fans of Cadbury’s Milk Tray, which is celebrating its 100th birthday this year, can apply to the competition online, or nominate a friend for the position. Consumers have been asked to enter via a microsite with basic information and a photo, although the brand has stated the entry is open to everyone regardless of their looks.
Cadbury has stated in its terms and conditions that the winner will enter into a talent agreement. They will be required to participate in both advertising and marketing activities, including personal appearances at events.
The total campaign will be worth more than £4m. Brand experience agency RPM is working on this initiative alongside Golin, Elvis, PHD and Gravity Road to activate across content films, in-store, PR social media, cinema and OOH.
The Milk Tray Man will be unveiled early next year. Cadbury hopes the search will drive brand and product pre-appraisal.
Hortense Foult Rothenburger, senior brand manager at Mondelez International, said: "Since it first launched in 1915, Cadbury Milk Tray has always been the way to treat the woman you love. However, this sentiment has changed over time and with that so must our hero, who now needs to be thoughtful as well as adventurous.
"Our modern Milk Tray Man will know the importance of being caring and considerate, and how delivering a delicious box of chocolates can bring a smile whenever the occasion. Our search for a modern-day leading character is open to anyone that considers themselves to be thoughtful yet daring, and we can’t wait to find this someone – the next Milk Tray Man."
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