Chocomel, the UK’s Fastest Growing RTD Premium Milk Drink,[1] has just kicked off six months of high-profile promotional activity, galloping out of the gate with a hero TV advert designed to raise brand awareness and increase penetration under the banner: ‘When Life Gives You Chocomel’.
Building on the success of last year’s memorable TVC, that saw over 300% growth in penetration[2] and a staggering +100% increase in ROS[3], this campaign is part of a striking hero creative that is running concurrently both in Belgium and on Chocomel’s home turf of the Netherlands.
The advert is set to reach 86% of UK adults via TV, cinema, VOD and other digital platforms, reinforcing brand resonance with existing Chocomel fans and delivering recognition with a new subset of consumers through a media investment of over £5m.
The playful creative shows a range of scenarios – from lunchbreak on a building site to an inventive way to use a leaf blower- that are elevated beyond the everyday and given a unique twist with the Chocomel treatment. This includes fun Easter eggs for viewers, such as cameos from darts legend Raymond van Barneveld, the endlessly memed ‘Hide the Pain Harold’, and the dulcet tones of voiceover talent Darren Harriott, renowned for presenting Love Island: Aftersun, ensuring appeal to millennial and Gen Z shoppers alike.
Within retail, the advert will be supported with FOS shippers, in store POS, in depot takeovers and a unique in depot competition to enable retailers to win £8000 towards a holiday, plus runners up prizes including an iPad and a years FREE stock.
Jake Rylands, UK Brand Manager for Chocomel, said: “Deliciously indulgent Chocomel has gone from strength to strength since launching in the UK back in 2019. It is now a £10.3m brand, growing 30% YOY[4]. Our ATL marketing spend in 2023 and 2024 combined has seen us invest over £15m in the category.
“The creative champions spontaneity and fun, building association with the Chocomel brand personality and creating cut through with consumers with a high visibility and long lasting 360 ATL campaign. We’ll reach 22m shoppers from this latest wave of activity alone. ‘When Life Gives You Chocomel’, is all about celebrating individuality, the core of what Chocomel is about! Get ready for sales success!”
Chocomel is available in grocery and convenience in 250ml can and 1L carton formats. Chocomel Plant-Based is also available, a cashew nut and pea milk formulation that offers the same chocolatey richness as the original.
RRP 250ml: £1.70
[1] Kantar, Worldpanel, PE: 25-Dec-23
[2] Kantar, Worldpanel, PE: 14-May 23
[3] Grocery Mults EPOS, 17.04/2023 – 04/09/2023
[4] IRI EPOS Data. Period Ending: 30 Dec, 23
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