The gorilla, airport truck and wiggly eyebrows are history. Under new ownership, Cadbury is hoping to woo British punters with a more traditional advertising campaign featuring a chocolate charmer.

The ad hit TV screens yesterday in a £4m follow-up to its Big Swap campaign during Fairtrade Fortnight, which was fronted by Paolo Nutini.

The charm offensive focuses on the story of how Cadbury Dairy Milk is made albeit with a somewhat relaxed approach to reality.

In a 60-second film the ad shows a Chocolate Charmer pouring a "glass and a half of fresh milk" into the recipe as part of an elaborate creative process in a development kitchen. The worker then 'conducts' towers of chocolate and milk out of spinning glass bowls, orchestrated by levers and pulleys, against a soundtrack that speeds up as he brings the bar to life.

"Chocolate Charmer has the 'talkability' factor of our previous campaigns but, in showing consumers how we bring Dairy Milk to life, is closer to what traditional chocolate advertising is all about," admitted Lucy Evans, head of marketing for Dairy Milk.

"It's all quite different this time around as the ad reminds consumers of the 82-year-old brand's USP that it contains a glass and a half of fresh milk."

Evans also predicted that, in line with the company's previous TV campaigns, Chocolate Charmer would provide an above-average return of investment.

She added that new owners Kraft recognised the importance of maintaining the off-beat appeal of the brand.

"Kraft Foods has been very clear that it fully supports both Cadbury Dairy Milk and the creative marketing campaigns that have underpinned its success," she added.

Sales of Cadbury Dairy Milk have increased 5.9% to £386m in the past year [Nielsen 52w/e 20 March].

The £4m investment is in line with previous ad campaigns for Dairy Milk and will run throughout April and May, supported by PoS merchandise.