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Yorkie
was launched in 1976 to take on brands
such as Cadbury’s Dairy Milk and
provide a chunkier alternative to the
slimmed down Dairy Milk bars.
Names
originally under consideration for Yorkie
included "O’Hara", "Trek"
and "Rations".
Within
two years of its launch, Yorkie topped
13 thousand tonnes and became firmly
established as a big, solid, chunky
eat, uniquely for men. Advertising reflected
this with macho imagery - lorry drivers
who take it one chunk at a time.
Yorkie
still holds these values today but was
relaunched in 1994 as a hunger satisfying
bar.
In
2001 the Yorkie "It’s Not
for Girls" campaign was launched
because, in today’s society, there
aren’t many things that a man
can look at and say that’s for
him.
The
'Not For Girls' campaign theme for Yorkie
uses humour, which resonates with today’s
British male and simply states that
Yorkie is positioning itself as a chocolate
bar for men who need a satisfying hunger
buster. With five solid chunks of chocolate,
it’s a man sized eat
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TM
