ICM - Leeds Design Agency

I have certain billboards that I always check when driving around Leeds and yesterday was a closer-than-normal near accident when I spotted the new Milky bar ‘kid’. At first I thought he just looked really rough, or maybe my eyes were tricking me due to lack of sleep…After a few seconds I realised that it wasn’t the cute Milky bar kid that I love but an older, rough looking chap masquerading as the original.

It actually made me gasp and shudder a little.

I can’t pretend I like it but I do like the overall campaign. I’ve not seen the tv ads yet but the campaign is to launch a more ‘grown-up’ Milky bar with raisins and biscuits and encourages adults to go online and upload their impersonation of the Milky bar kid. The site is incredibly slow but I’m hoping that’s just my computer and I’m sure that the videos uploaded so far are hilarious.

You can also download a photo app for your phone for free that gives you all the necessary tools to make yourself look like the Milky bar kid. With my blond hair and glasses I’ve got a head start, maybe I should enter…

Personally, I’d rather stick to the original Milky bar and the original cute kid but hats (glasses and neckerchiefs) off to Nestle anyway for doing something a bit different.