Cadbury Flake advert pulled for being 'too saucy'

An advert for Cadbury's Flake chocolate bar has been axed for being too saucy.

The million pound TV ad saw a glamorous women being seduced by a devil-like character, in line with the brand's tradition of using beautiful women to market itself.

However, the latest ad, which was created by Saatchi & Saatchi, was not well received by a focus group, leading Cadbury to axe it.

Phil Rumbold, Cadbury's marketing director, said: "Having researched it, we felt it wasn't working for our core target audience. You try things, but don't always pull it off and that's what happened here."

The brand has now taken the Flake account away from Saatchi & Saatchi, leaving the firm with just one Cadbury brand, Creme Egg.

Last month, it was reported that Kraft is planning to rollout its flagship Milka chocolate brand in the UK next month, accompanied by a TV campaign by Ogilvy.

Posted by Jason Webster.