Cadbury aims to capture an extra chunk of the youth market with £3m of support for Snowflake ­ the first UK brand extension for the 80 year old Flake brand. Snowflake differs from original Flake by having a white chocolate flake centre and by being wrapped in milk chocolate ­ which gives it a similar texture to Mars' Ripple. It is the first white chocolate adult countline and is aimed at attracting 16 to 24 year olds who tend to have a sweeter tooth than older groups and big white chocolate consumers. The new variant launches on September 11. A TV ad breaks on September 18 and runs for three weeks on terrestrial and satellite TV. It will build on the brand's Flake girl' advertising heritage and Cadbury predicts that it will reach 75% of 16 to 24 year old females. Marketing support also includes PR, posters on more than 3000 sites and a sampling campaign. This comprises a covermount on magazines with a young female readership and sampling at lifestyle events. Snowflake has been in Australia and New Zealand for more than ten years. Other Australasian brand extensions include Luxury Flake, a milk chocolate flake with a milk chocolate coating. Marketing director Mark Smith said the launch was aimed at strengthening Cadbury's position in indulgent confectionery. {{P&P }}