Yorkie - The Ultimate Feminist Brand?

Campaign for Yorkie chocolate bar, long positioned on a `masculine' theme. New idea was to mock the `enemy' (girls as no-one would wish them to be).
Agency: Interbrand and JWTAuthors: Ruth Oliver, Sarah Willan and Sameer Modha

Yorkie – The Ultimate Feminist Brand?

THE ULTIMATE FEMINIST BRAND?

Yorkie was launched 25 years ago achieving instant success as the first chunky masculine chocolate bar, made famous by the Yorkie trucker. Fast forward to 2002 and sales had not kept pace with affection for the brand. Yorkie still remained a chunky bar and interes-tingly its sales split was still biased towards men, just.

Its chocolate competitors maintained a resolute femininity in their communications. Equally, observing the world outside chocolate, it became clear that there was...

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