Cadbury celebrates 99 years of the Flake with iScream activation tour

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Cadbury is offering consumers the chance to win a free Flake 99 as it takes its 'iScream machine' activation on tour.

The iScream machine requires visitors to scream '99' into a contraption based around a gramophone. If the visitor reaches a high-enough level on the "scream-om-meter" they will win an ice cream.

The activation will tour British seaside towns, beginning with a visit to Weston-super-Mare over the past weekend.

The project has been developed by Golin.

The Flake was devised in 1920 when a Cadbury employee noticed the shape and texture of waste chocolate being abandoned in the manufacturing process.

It has since gone on to become one of the most iconic confectionary products in the UK.

Seana Fitzgerald, Junior Brand Manager at Cadbury, said: "We are very excited to announce the tour of this exciting I-Scream machine to celebrate 99 years of Cadbury Flake.

"This intense chocolatey bar has been a staple favourite for almost 100 years due to a ecret in the chocolate process that no other brand has managed to crack; Cadbury Flake 99s can withstand the heat and maintain their delicate flavour better than other chocolate, and not melt or break too easily.

"We’re so excited to spread the joy of Cadbury Flake even further by bringing them to Britain’s most-loved beach destinations."

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