Life is like a box of chocolates for Milk Tray man
Other chocolate brands used a kid in spectacles to shift their sugar.
But with the sophisticated 1980s in full swing, Cadbury wanted a more dashing hero to sell a box of chocs to sweet-toothed dreamers longing for secret passion. Or at least a walnut whip.
Step forward James Coombes - he was chosen to play the high-profile role of a 007-type whose clandestine job was to knock Willy Wonka into a cocked hat.
He got the part in the famous TV ad campaign following a nationwide search to replace the first incumbent.
Mr Coombes said it led to other acting opportunities - and a couple of James Bond auditions.
Speaking to BBC WM on Cadbury's 200th anniversary, he said it was an amazing experience, and included being directed by the man behind the camera on steamy 80s flick, Nine and a Half Weeks.
