A new marketing campaign by Nestlé is daring to take the Yorkie bar where no chocolate bar has gone before : into an exclusive male world.

Yorkie , the chunky chocolate bar, has always been closely associated with male consummers, from its origins in the 1970s trucker adverts to the recent sponsorship of football, but the advertising campaing launched in April 2002 is the first to state definitly "it’s not for girls".

The redisigned wrapper of the bar also carries a "no woman" tag, as the O of Yorkie is transformed into a mock highway code sign banning the fair sex.

The new campaign runs a risk for Nestlé, given that women make up the larger proportion of chocolate eaters in the UK, but the company explains that is an antidote to the "feminine silks and swirls" of the other chocolate ads.