Completing the brand's four-month search for a new representative, the new Cadbury Milk Tray Man was revealed to be firefighter Patrick McBride. An adventurous and dramatic first delivery saw McBride take to a powerboat on the River Thames to present contest winner Claire Smith with the inaugural tray of chocolates. Once the speedboat arrived at the proper dock, McBride was transferred into a car and driven to Smith's home.
The initiative was a multi-channel event, with agencies RPM, PHD, Elvis, Golin and Gravity Road all collaborating to bring the promotion to life.
The over-the-top publicity stunt is one of many that have taken place on the River Thames recently, with promotions from brands like Airbnb, eBay and the Tourism Board of Croatia setting intriguing activations afloat.