EastEnders’ transgender actor makes soap history and Cadbury — Showbiz News

And as times have changed since the original ad aired in 1968, the new recruit – whether a woman or man, must combine a sense of adventure and daring with the understanding that “gestures of romance, friendship and even kindness can take many forms”.

James Coombes, who made his first appearance as the Milk Tray Man in 1987 [Cadbury]. After 19 different adverts, including escaping from an avalanche, the Milk Tray Man was finally retired in 2003. The push will include cinema, in-store and social media activity to encourage consumers to apply for the role online.

To cut a long story short, the Milk Tray man embarks on James-Bond style missions in a bid to get the classic Milk Tray to a very lucky woman. “However, this sentiment has changed over time and with that so must our hero, who now needs to be thoughtful as well as adventurous”.

A Cadbury spokesperson said: “While a sense of adventure is still key to his character, what we want from today’s Milk Tray Man is someone thoughtful who goes the extra mile”.

Mondelez has also given Milk Tray a new look and introduced three new chocolates – Salted Caramel Charm, Truffle Heart and Apple Crunch.

The advert first hit screens 35 years ago, with the slogan, “All because the lady loves Milk Tray”, and saw the famous hero fight with sharks, jump off a cliff and play with death just to deliver a box of sweet treats to a handsome female.

Now the ads from the seventies and eighties are being remade – and the search is on for a new star.