Milk Tray is a chocolate assortment brand founded in 1915 by Cadbury that was originally delivered to shops in trays. While the brand was known for its James Bond-inspired advertisements of men delivering chocolates to women, many consumers found there was too little variety in the hazelnut-dominant flavors. This document discusses ideas for improving Milk Tray, such as changing flavors for holidays, bringing back the Milk Tray bar, altering the slogan to focus on togetherness, and targeting both men and women of various ages through television and poster advertising campaigns.

1. Milk Tray
Charlotte and Alina.

2. • Founded in 1915, by Cadbury.
• The name ‘Tray’ derived from the way in
History of Milk Tray…
which the original assortment was delivered
to the shops.
• Many people, through our research, were
not keen on the chocolate flavours, stating
that too many had hazelnut in them and
there was little variety.
• Old slogan used to be “all because the lady
loves…” with a James Bond character in the
adverts, fighting off sharks etc.. Just to
deliver the chocolates to a woman.
• The pricing of the tray can vary from £7.00 -
£40.00 for the larger boxes with added
champagne.

3. Initial Ideas… • Improvement of the flavours – change for
different holidays e.g. Christmas, Easter etc…
• Bringing back the Milk Tray Bar.
• Changing of the slogan… “delight in every
bite”, “bringing people together since 1915”,
“a flavour for each taste”.
• Target audience??? Older people, men and
women – can enjoy it together.

4. TV Advertising campaign…

6. Poster Campaign…