Chocomel's Playful Spot Inspires You to Carve Out 'Me Time'

Premium chocolate milk drink Chocomel from parent company FrieslandCampina is bringing the brand’s first ever TV ad in the UK to a screen near you this spring. Going live on 14th April, the hero advert is designed to raise brand awareness and increase penetration under the banner: ‘Chocomel, Sharing Not Required’.

Landing Chocomel’s quality taste cues and distinctive brand world, the £10m capital for this campaign represents the biggest TV investment into the category in years. It is expected to reach 80% of UK adults eight times, attracting new shoppers and ensuring that the brand remains front of mind with existing devoted fans. Supported by a large digital plan across Facebook, Instagram, TikTok and YouTube, the ad will air on ITV, Sky and C4, VOD and YouTube throughout the spring and into summer, alongside a comprehensive and eye-catching in-store POS campaign. 

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 them and carve out some time to really indulge in the luxurious experience.  

The idea was inspired by the fact that prior to the brand’s official UK launch in 2019, 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 TVC, which features some of the scenes from the original social content.  

Alistair Fitch, co-founder at Digital Natives said, “FrieslandCampina is one of our longest standing clients, so to be able to help them launch such a cult brand into the UK is hugely exciting and testament to the great relationship we’ve built. The platform we’ve created – Sharing Not Required - really brings out the brand’s humour in a way we think the British public are going to love, and most importantly, will make them want to pick up a can next time they’re in store.”

Gabriella Sudall, marketing manager NPD at FrieslandCampina UK, said, “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. 

“Currently, Chocomel is driving the growth of this category, growing 31% year-on-year and is worth £8m. 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!”

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 with a 93% positive in advance taste tests.