Chocomel, the UK’s number 1 best-selling premium milk drink in convenience[1], achieving +225% growth over the past three years[2], is reigniting its iconic Sharing Not Required campaign this year with a significant £3m investment. Designed to drive sales, the high-impact ATL campaign is running from April until September across VOD with ITV, Channel 4, Sky and YouTube, as well as in cinemas and Out-of-Home channels, resulting in mass awareness across the UK.
The targeted campaign is projected to reach 75% of UK adults an average of four times[3], building widespread brand visibility and encouraging impulse purchases. With a new strapline “Too tasty to share”, the campaign taps into the growing trend of treat culture and self-indulgence. Supported by OOH media, the campaign aims to strengthen the brand’s connection with loyal customers while attracting new audiences to stores.
The VOD advert is designed to capture consumer attention through humorous and relatable scenarios. By playfully challenging the ‘sharing is caring’ precedent, it showcases consumers indulging in Chocomel in a variety of everyday situations – from relaxing in the bathtub to taking a quiet break in the laundry room. The light-hearted creative closes with the new tagline and lineup of the 250ml, 300ml and 750ml Chocomel SKUs.
To amplify the campaign’s reach, a comprehensive digital Out-of-Home (OOH) strategy will be implemented, featuring a mix of roadside, rail, and underground advertisements strategically positioned near convenience and independent stores. This OOH activation, combined with engaging in-store promotions, is designed to significantly boost brand visibility and drive increased foot traffic to participating retailers. The campaign will also see in depot, and in store POS, boosting shopper engagement and retailer penetration.
Jake Rylands, Brand Manager, Chocomel says “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.”
“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.”
The latest campaign brings Chocomel’s total investment in the category since 2023 to an impressive £18 million – a strategic commitment that has demonstrated success to date in driving shoppers to stores and fuelling success for the brand over the last three years, with no signs of slowing down.
Chocomel is available through all major wholesalers and distributors. Retailers should stock up now.
