FrieslandCampina’s premium chocolate milk drink, Chocomel, is launching its first ever TV ad in the UK on 14 April. The campaign is designed to raise brand awareness and increase penetration, under the banner: ‘Chocomel, Sharing Not Required’. The ad will air on ITV, Sky, C4 and VOD throughout the spring and into summer, supported by a large digital plan across Facebook, Instagram, TikTok and YouTube.
The creative, devised by Digital Natives, is based on the insight that although we’re taught that sharing is a worthy virtue, some things are just so good you need to keep them to yourself. The playful ad encourages adults to keep Chocomel just for themselves and carve out some time to really indulge in the luxurious experience of drinking it.
The idea was inspired by the fact that, prior to the brand’s official UK launch in 2019, UK consumers had to resort to desperate means to get their hands on the product, such as ordering their own bulk palettes and looking on the resale market where cases were going for 20-30 times the original price. Spotting this trend online, Digital Natives devised an influencer and digital campaign which went live last September, including a national OOH campaign. The success of this laid the foundations for the current TV campaign, which features some of the scenes from the original social content.
“For nearly 90 years, Chocomel has been a firm favourite in the Netherlands. Since launching in the UK in 2019, Chocomel has captured the imagination of UK shoppers with its great taste and vibrant branding,” said Gabriella Sudall, Marketing Manager NPD at FrieslandCampina UK. “Our latest investment ensures that Chocomel remains front of mind with those looking for a deliciously indulgent, premium drink. This is only the beginning of our big plans to turn the UK bright Chocomel yellow!”