Few British chocolate slogans are as quotable, decades on, as the Rolo line about giving away your last one — and the advert that made it famous is still cited as one of the most effective pieces of confectionery marketing the UK has produced.
A Mackintosh's bar, now under Nestlé
Rolo was developed in England by Mackintosh's, with the launch generally dated to 1937. Mackintosh's confectionery business was later absorbed into what's now Nestlé, which still makes Rolo today — the tube of chewy toffee wrapped in chocolate hasn't changed format much since.
"Do you love anyone enough..."
The slogan that defined Rolo's advertising for a generation — "Do you love anyone enough to give them your last Rolo?" — was coined in 1980 according to Nestlé's own account, and ran continuously in UK advertising for more than two decades. It was retired in 2003, reportedly because Nestlé judged it had become too sentimental, and replaced with the brisker "Discover the power of the last Rolo," delivered by Radio 1 DJ Sara Cox.
The elephant that didn't forget
The best-remembered single advert from that era is the 1996 "Elephant" spot: a young boy tricks a baby elephant out of its last Rolo, and decades later, now fully grown, the elephant gets its revenge. It won the Grand Prix in the Film Lions category at the Cannes Lions International Advertising Festival, and the original slogan itself was later voted the most romantic advert of all time by readers of Marketing magazine, taking almost 18% of the vote.
What we stock
We currently carry Rolo Milk Chocolate & Caramel Tube Multipack 41.6g 4 Pack — Case of 12 and Rolo Milk Chocolate & Toffee Tube 52g — Case of 36, both in stock. The Little Rolo Milk Chocolate Sharing Bag 103g is listed but currently out of stock. Browse the rest of our Rolo range.
Frequently asked questions
What did the Rolo slogan actually say, and when did it run?
"Do you love anyone enough to give them your last Rolo?" Nestlé says the line was coined in 1980, and it ran in UK advertising until 2003.
Why was the slogan dropped?
Nestlé reportedly felt it had become too sentimental after more than 20 years, replacing it in 2003 with "Discover the power of the last Rolo," voiced by Sara Cox.
What's the most famous Rolo advert?
The 1996 "Elephant" advert, which won the Grand Prix in the Film Lions category at the Cannes Lions International Advertising Festival.
When was Rolo launched, and by whom?
Developed in England by Mackintosh's, generally dated to 1937.