Milk drink brand Chocomel has invested £3m in a revival of its ‘Sharing Not Required’ campaign.
Running from now until September, the campaign includes video on demand, cinema and out-of-home advertising, and is projected to reach 75% of UK adults an average of four times.
With a new strapline, ‘Too tasty to share,’ the campaign taps into the growing trend of treat culture and self-indulgence.
A light-hearted advert challenges the notion that ‘sharing is caring’ and features 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 campaign also includes in-depot and in-store POS.
