One of the two original ads, created by Bartle Bogle Hegarty in 1997, depicted an athlete running through the desert before arriving at an ice cream van, where Sykes, clad in a pink uniform, produces a pint of the beer and asks if he’d like a flake in it.
She will now appear in a digital, social and PR campaign for Boddingtons, which was once one of the biggest selling ale brands but has lost popularity as drinkers have switched to lager, craft beer and more contemporary ale brands such as Old Speckled Hen. The push will include digital video content, created by 3 Monkeys Zeno.
Nick Robinson, AB InBev marketing director, UK and Ireland, said: "Boddingtons is a key part of our core portfolio, and retains an extensive fan-base amongst beer drinkers across the UK and beyond.
"We are committed to its long-term success, both in-store and on-trade, which is why we’re reprising one of our most memorable and successful brand partnerships. Melanie and Boddingtons have always been the perfect match and we’re delighted to be bringing them back together!"
Sykes said she was "incredibly fond" of her association with the brand, adding, "I am very proud of the ad and I know they hold a lot of nostalgia not just for me but for many people."
