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Milkybar Kid – losing originality

Posted in Advertising, Creative, Mel Varley, Latest reporters' blogs October 9th, 2007 by Melinda Varley

It’s so strange that Nestlé should be bringing back its iconic Milkybar Kid after his original appearance in 1961 – just as our office was discussing the lack of originality in ads.

These days it seems there are no new ideas. Advertisers tend to take an original idea and make it better or bring it back to life. The Milkybar Kid ad is a good example of this, as is Silver jet’s new TV spot which mirrors the British Airways’ spot of some years ago.

However, is the Milkybar Kid an original idea, an icon or something to be shared with every generation?

A few months ago Cadbury’s launched a TV spot promoting Dairy Milk as something to be shared throughout the generations. It showed a young couple sharing the chocolate bar through the years and eventually their son doing the same thing. It also brought back the famous Flake Girl, who originally surfaced in the 70s.

The return of the Milkybar Kid is no surprise, however it is a little sad that the original strapline will not return with him.

No one could mention a Milkybar without saying “The Milkybars are on me,” so we’ll soon see which is more iconic, the line or the kid.

The ad also puts most of its focus on telling us about its ‘all natural ingredients’ rather than a story of a cow boy who saves the Milkybars from the bandits and brings them to all the kids, hence the “Milkybars are on me,” line.

The new ad won’t drum up the sort of excitement the last seven or eight did but the character will live on. For what reason is unclear – maybe just a lack of ideas as to how to market chocolate now Ofcom has banned junk food ads to kids.
To read the news story related to this blog, go to mad.co.uk