UK : Nestlé takes risk with new Yorkies ads

Nestlé has launched a new campaign for it chocolate bar Yorkie…into an exclusive male world. « It’s not for girls » clearly claims the ads !

A new trend ? A risk for the brand ?

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 doc-291.jpg 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.