Behind the scenes: Cadbury Milk Tray experience

Cadbury Milk Tray launched its new TV advert at a secret immersive experience in London last week.


Around 100 press and consumers were invited to a top secret mission by the Cadbury Milk Tray Command's (CMTC) new Milk Tray Man last Thursday (6 October) at The Steel Yard, near Cannon Street.

Guests, or ‘operatives’ as they were called, arrived dressed in black polo neck tops and black trousers and were welcomed to the venue by actors, who were playing members of the CMTC. By answering three questions, each guest was given a branded arm band, designating the colour of the team they would be joining, and assigned a code name, which included the name of a Milk Tray chocolate, such as ‘Caramel Softie’ or 'Apple Crunch’. 

Inside the operatives took part in five activities to hone their skills to help the Milk Tray Man complete his mission. The activities included an assault course, memory tests, a taste test and a flight simulator. Guests were then shown the new TV advert, followed by the appearance of the new Milk Tray Man, firefighter Patrick McBride who beat more than 20,000 hopefuls to the role by showcasing his thoughtful side.

The event, organised by Golin, is part of a £3m campaign across live, PR, in-store and social media.

Steve Rich, marketing manager at Mondelez International, said: "The journey to find the new modern Milk Tray Man started two years ago and I think this event has been a great and different way for a brand to launch a new advert. The event has shown how the modern Milk Tray Man is caring, daring and thoughtful. We look forward to seeing how audiences receive his debut performance and the campaign as a whole."

In May, Cadbury's Dairy Milk Medley Lounge opened to the public offering beauty treatments including manicures and massages, while guests enjoyed drinks and samples of the new products.

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