Chocomel has invested £3m in the relaunch of its ‘Sharing Not Required’ campaign.
With a new strapline ‘Too tasty to share’, the campaign taps into the “growing trend of treat culture and self-indulgence”, said the chocolate milk brand.
A TV advert will run until September across various on-demand platforms including ITV, Channel 4, Sky, and YouTube, as well as in cinemas and OOH channels.
It is projected to reach 75% of UK adults an average of four times, and would build widespread brand visibility and encourage impulse purchases, the brand said.
Addditionally, it aims to strengthen the brand’s connection with loyal customers while attracting new audiences to stores.
The ad includes humorous and relatable scenarios designed to capture consumer attention. It closes with the new tagline and lineup of the 250ml, 300ml and 750ml Chocomel SKUs.
To amplify the campaign’s reach, a digital OOH strategy will be implemented, featuring a mix of roadside, rail, and underground advertisements “strategically positioned near convenience and independent stores,” said Chocomel.
The OOH activation, combined with in-store promotions, is designed to significantly boost brand visibility and drive increased foot traffic to participating retailers, it added.
“Following the success of our 2023 TV campaign, which saw a 300% increase in penetration thanks to the memorable Chocomel in the bathtub creative, we knew we had to double down on what works: playful, engaging advertising that resonates with adult chocolate milk drinkers who appreciate a truly premium treat experience,” said Jake Rylands, brand manager at Chocomel.
“This year we’re backing the campaign with a huge investment, designed not only attract new customers but also deepen the connection with our loyal fans, ultimately growing sales and repeat purchases. Chocomel is too tasty to share, and this opportunity is too tasty for retailers to miss out on, so we’d encourage everyone to stock up now and make the most of the increased awareness.”
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